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A Tale of Brand Meaning: LeBrand, The Champ. We, The Chumps.
It was 9:27 p. m. on July 8, 2010 that redefined Greenwich Mean Time, as that was the time LeBron James changed his brand meaning and kicked Clevelanders in their nether regions with malice on a nationally televised unspectacular spectacle from the Connecticut suburb.
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The Undoing of GM
In the third decade of the 21st century, GM may once again be a big brand in big trouble paying the high cost of brand positioning failure. The company’s U. S. market share of 17.
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Winning, compelling content inspires audience to engage, buy
In a recent column, we quoted marketing guru Seth Godin’s profound observation, “Content marketing is the only marketing left. ”
Yes, compelling content marketing is that important. Content includes many tactics, from blogging, vlogging and social media posting to e-books, webinars, podcasts and email.
Supporting Local Business: Think outside ‘big box’
According to a recent report, Stark County’s population will continue to decrease, get older and have fewer dollars if our community stays on its current trajectory.
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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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How Positioning Aligns With Search Engine Optimization
One of the principles of positioning is that there is a specific universe who cares about your difference. Not the entire universe, but a group carved out where your difference is high value and meaningful. Many experts call this focus. Some call it a purple cow.
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Find your business’ marketing Holy Grail
In the Christian tradition, the vessel Jesus and his disciples used to drink wine at the Last Supper is called the Holy Grail. Through the centuries, the Holy Grail has come to be known as something very special and highly sought for its miraculous powers.
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Branding & Social Responsibility: Ability to respond an important responsibility
Terrell Owens, the former NFL All-Pro receiver, unprecedentedly is passing on attending his Pro Football Hall of Fame induction ceremony in Canton. It's a case study in branding and social responsibility.
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Competitive Positioning: Wal-Mart vs. Target
Times are topsy-turvy and one of the great reversals can be seen in the world of retail. And a lesson in competitive positioning is left to be learned. While Wal-Mart, the largest company in the world, has always dwarfed rival Target in size ($406 billion in annual revenue vs.
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Brand Purpose: Beyond features and benefits, companies win with their whys
Not too long ago, the popular advertising strategy was to promote product features like low calories, shavers with pivot heads and toothpaste that removes stains. Then we shifted to something with more personal relevance: product benefits.
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