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Mastering Brand Recognition Strategy: Coca-Cola “Pops” Into the New Soda Craze

There’s Poppi, Popwell, Olipop, Culture Pop, and now Simply Pop.

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Yo Ho! Pirate Ship weighs anchor with brand distinction in a sea of sameness

Not long ago, I got an email from LinkedIn with a digest of “Top job picks for you. ” I’ve been at Innis Maggiore for over two decades and am not in the market to change that, but the first listing caught my eye.

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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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An Introduction To YouTube Optimization

You might be surprised to learn that YouTube is the second-largest search engine. It's bigger than both Yahoo and Bing, and second only to Google. YouTube optimization, however, is something we must not forget.

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Domino's Positioning: Are You Gonna Finish That Cardboard?

We Guarantee a Bad Product - Fast!
Let me see if I have this right: A major brand is spending lots and lots of money telling us that for years and years its product has always been lousy. Until now, that is. Thanks, Domino's.

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Starbucks: Instant Bad Karma

Starbucks Devalues Its Brand - To Go!

Starbucks has become a target over the last year or so with both Dunkin' Donuts and McDonald's repositioning the coffeehouse chain to set up their own competitive positions.

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Repositioning, Positioning's Twin Concept. Its Emergence Is Timely.

Positioning has become the most powerful concept in marketing.   Positioning has a twin concept that has received little attention.   In Jack Trout's latest book, Repositioning, released in October 2009, this twin concept is finally emerging into the light of the marketplace.

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Finding Your Trend: Using Google Hot Trends

Many of you may have recently asked me about some of the widgets and apps that track the hottest searches on the web over the past hour or day.

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PR 2.0: Old Newshounds Learn New Tricks

The world of news releases and public relations is in the midst of a major transformation, the likes of which PR and journalism have never experienced. Change scares people. We like things the way they were yesterday, last year, a decade ago. Same goes for PR.

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Get Healthy in Cleveland: Trout Book Inspires Cleveland Positioning Idea

(Editor's Note: This PositionistView is condensed from the original article that appeared in the September 2009 edition of Inside Business. PositionistView guest author Lute Harmon Sr. is chairman of Great Lakes Publishing, which publishes Inside Business, Cleveland Magazine, Ohio Magazine and other titles.

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