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Good Things Happen with Right Positioning Strategy
Great creative may touch a nerve, bring a tear or generate laughter, but it is doomed to fail as effective advertising if it is not built on a solid positioning strategy. Throughout the history of advertising, creative minds have toiled to make products popular and services desirable.
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Can New Packaging Enhance a Brand Position?
The Skinny on Diet Pepsi's New Can
After nearly two years of marketing dormancy, Diet Pepsi is introducing a new package for the brand -- the skinny can -- to reacquaint itself with current customers and entice new ones to try the product.
How to Rate the Most Winning Super Bowl Ads
(Special to the Canton Repository)
In this year's National Football League AFC Divisional Round playoff game, Cleveland Browns Coach Kevin Stefanski was accused of playing it safe.
Tropicana: A Lesson In Brand Creative
There has been a lot of talk, by marketing experts and consumers alike, about the debacle of Tropicana's new packaging and brand creative.
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Positioning Online: Why I.T. Can't Position Your Company Online
A little history: when the world wide web first appeared on the scene, companies had no idea what to make of it. Positioning online was not a thing. Since the web involved code and computers, it was a logical decision to put websites in the hands of the I.
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Positioning is Only Natural
Mother Goose Knows This Stuff is No Mere Fairy Tale
Every spring over the last few years, Innis Maggiore has witnessed a wonder of nature that's also a real life application of positioning.
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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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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Kodak -- Blindsided by the Digital Revolution
A decade ago, Interbrand ranked Kodak as the 16th most valuable brand in the world, worth $14. 8 billion. Its stock traded as high as $94 and the company employed 145,300 people worldwide.
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It's the Brands, Stupid.
It appears Sears shoppers can be members. Eddie Lampert, Sears Holdings' chairman and CEO, told us so in a letter attached to the company's recent results. The letter says his membership program is "continuing to gain traction with our members as members engage in all aspects of our program.
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