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Jack Trout Answers Your Questions on Positioning (Part 1)
During Innis Maggiore's "Breakfast With Jack Trout" event, you heard Jack Trout on positioning, repositioning, and The Five Tests of Obviousness. He then opened the floor for the audience members to submit their questions on positioning.
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Differentiating Your Brand
Differentiating your brand may prove quite a challenge. When we work with our clients on determining their differentiating idea we put them through our proprietary Appreciative Discovery®.
As part of the Appreciative Discovery, the following differentiating filter was developed.
Fish Or Cut Bait In Product Naming
Products come and products go. The same goes for product naming. Whether the consumer gravitates to particular products has everything to do with positioning, the quality of the products' differentiation and the perceptions associated with them. Perceptions begin anywhere the consumer encounters the product.
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Toyota. Big Brand. Big Trouble
We've all heard the adage, "The bigger they are, the harder they fall. " Nowhere is this truer than in corporate business today. The first decade of the 21st century has opened like a Greek tragedy with financial empires and kingdoms tumbling.
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Repositioning: Can BP Clean Up Its Marketing Mess?
I worked for BP 11 years, as copywriter and creative director at its agency prior to the Amoco merger.
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Visualizing Your Brand Perception with a Positioning Map: Part 1
Welcome to the first half of a discussion on the positioning map, a visual representation of your brand's perception as related to competing products. It's interesting to note that visual thinkers, people who describe thinking in pictures, are thought to represent about 60%-65% of the general population.
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Google Instant: Is it a Search Engine Positioning Game-Changer?
On Sept. 8, Google announced its new search functionality: Google Instant. This new search feature only works when a user is logged into a Google account.
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Xerox Stretches its Brand Positioning
The lead sentence in a recent Wall Street Journal article reads, "Xerox Corp. is launching its most expensive advertising campaign in two decades, as Chief Executive Ursula Burns looks to reposition the company as more than just a copier maker.
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A Brand Position Lesson: Is 31 Years in the Same Position Too Long?
Ad agency Carmichael Lynch's most recent campaign for Harley Davidson featured the rebel slogan, "Screw it. Let's ride. " After decades of communicating Harley's brand position, it seems the agency has told its long-time client to just "screw it. " There's a brand position lesson to be learned here.
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The Next Fifty Years of Positioning: the 2020s and Beyond
Where do you go when you’ve already experienced an inflatable billboard and an erasable man; hospitals, MEDsquads, flowers, and funerals; the first chicken that tastes like chicken served with the first cottage cheese with fruit inside; from spray tans and car washes to dust control and hazmat protection; pasta sauce,…
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