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Repositioning a Brand: JCPenney showed brand reinvention can stretch only so far
The fortunes of JCPenney in recent years have ebbed and flowed (ebbed, mostly) in a manner that has become a textbook case about the folly of reinventing a brand with little regard to the position it already owns. This shows the challenges behind repositioning a brand.
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Brand Meaning: Can a Brand Change Its Spots?
Famed Apple Stores leader and Silicon Valley wunderkind Ron Johnson thought so. He swept in as JC Penney's new CEO with celebratory bravado. He promised to change the stodgy brand meaning to a younger, hipper and more upscale image. Seventeen months later, JC Penney's board fired him.
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Solving a Whale of a Problem: Is it Time for a SeaWorld Positioning Change?
For generations, families have trekked to SeaWorld to see "Shamu, the killer whale. " More than the main attraction, Shamu is the face of the theme park.
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The Pendulum Of Brand Change
Vision without execution is hallucination. Your strategy determined and decisions made, it's time to execute. Turning the vision into reality, Business Strategy and marketing is where things can fall apart. Americans elected Barack Obama, then eight years later elected Donald Trump.
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Getting your company messaging into the mind
Customers’ minds don’t like confusion and can be tough to change. So what’s a business to do? Focus! And find the marketing value in a brand name. And get their company messaging into the mind. Businesses’ prospects and customers are bombarded with nearly 10,000 messages every day.
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Niche Differentiation Strategy: Mine riches in niches
Charlie Munger knows a bit about making money. Charlie, 94, is worth close to $2 billion. He is the very longtime partner of Warren Buffett, 87. Together they run Berkshire Hathaway. Both still go to work every day. Munger said, “The No.
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Laws of marketing point path to success
Last installment in four-part series shows that laws of marketing from nearly 25 years ago still elevate brands above their competition.
In art and in science, basic tenets serve as the foundation of “laws” that guide actions that help us navigate to the outcomes we desire.
Repositioning Can Deliver The Advantage Your Business Needs
We hear often about repositioning in the world of marketing, but the truth is relatively few people truly understand what it means. Repositioning is about adjusting perceptions that already exist in the mind about your brand or about your competitor’s brand. Repositioning is not about changing minds.
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Think like a start-up when developing your company mission
Early and often over the history of this column our counsel has been about the importance of strategy in marketing our products and services and in the company mission. We say it often because it is so critical. It cannot be overstated.
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55 Years Later: Revisiting Jack Trout’s Original Article on Positioning
If you haven’t read Jack Trout’s original article on positioning, you can read it here. Published in Industrial Marketing in June of 1969, this single article was the foundation upon which Trout and Ries built their principles of positioning.
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