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Sybil the Chicken: Examining KFC's Positioning Strategy
KFC -- or is it KGC? -- seems to be having a personality crisis (with all apologies to the 70s rock band New York Dolls), which means it has a positioning strategy crisis.
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FedEx's Strategic Positioning Concept Absolutely, Positively Disrupted
FedEx founder Fred Smith wrote an economics paper while at Yale. The paper was about his idea to make an overnight delivery service more efficient by using the "hub and spokes" concept. His professor told him that it would never work and gave poor Fred a C.
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Dove For Men: From Line Extension To Line Extinction
The latest miscalculation in line extension is brought to you by Unilever, maker of Dove, the world's first "beauty bar. " Dove was one of the first products in advertising history to "be positioned.
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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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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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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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R.I.P., Jack Trout, and Thank You for Positioning
Jack Trout helped put Naugahyde under our butts and Betty Crocker back in our kitchens, but most of all he put positioning top of mind for generations of marketers from Canton to China. When we think positioning, we think Jack Trout Positioning.
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PR and Digital Marketing: PR’s storytelling heritage helps boost brands’ online traction
A few short years ago, not many would have connected public relations folks with the digital revolution. But a funny thing happened along the way. PR and digital marketing got hitched. In the late 1990s, the so-called digital revolution gained a toehold as web development boomed.
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Advertise During a Recession?
Fast-food giant McDonald's made a critical choice during the early 1990s recession that ultimately resulted in a loss of market share: McDonald’s chose to not advertise during a recession. Spending by consumers was declining, and the fast-food sector was hit particularly hard.
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Grandmother's Original Recipe Helps MID'S True Sicilian Pasta Sauce Bite Into Market Share
Locally made pasta sauce is selling in thousands of supermarkets across 30 states; newly upgraded manufacturing facility is enabling additional growth. If Mideo Octavio, affectionately known to friends and family members as Mid, were alive today, he’d surely be wide eyed and smiling.
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