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‘Positioning map’ can reveal your competitive advantage
Today, more than ever, businesses need the right strategies to compete and win in the hyper-competitive marketplace. No market or industry is exempt from the need to focus on and adjust the way they’re doing business.
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Brand Extension: Mayo move spread Heinz too thin to win
It happens every time I give talks here and around the country on brand positioning and brand extension. Rather than using PowerPoint presentations, I use products as props.
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Nike's campaign with Kaepernick brilliant
Nike just did it. We were taught in business school not to mix the brand with politics. Conventional branding wisdom says it would be brand suicide.
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Ground control to Elon Musk
Elon Musk is widely known for his willingness to invest his mind and his riches to stretch the envelope on a variety of frontiers, from automobiles to software to outer space travel. Along the way, Musk has been the architect of brands that are leaders in their respective categories.
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Sears' saga found in snowblowers
Former Sears executive Steve Goldstein was so shocked when he found snowblowers for sale at his company’s Miami store that he wrote the book, “Why are there Snowblowers in Miami?”
That is but one of myriad anecdotes in Sears’ 120-year history, yet it reveals much about the thinking of those who…
Old theory still explains a lot about business today
Psychologist Abraham Maslow in 1943 introduced a concept that today can help guide how we run and promote our businesses to achieve greater success. It's still relevant in advertising psychology today. You might remember Maslow’s “Theory of the Hierarchy of Needs” from your Psychology 101 class.
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Seasoned Super Bowl advertisers win on defense
The Patriots, keepers of the Empire, struck back Sunday, marking the sixth win for the oldest coach and oldest quarterback ever to win a Super Bowl. The game was eked out in slow, lethargic doses with only a few flashes of offense to break the comatose.
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Brand categories great for selling, lousy for unifying our world
The numbers are mind boggling. Our amazing brains are wired with 100 billion cells, which researchers have found on average send signals 10 times per second. Each brain cell connects to 5,000 other brain cells, which means every time a cell fires, 5,000 other cells receive a signal.
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The Magnificent Seven: Best marketing books ever
If you want to get better and better at running your business, you would do well to read a few of the best marketing books of all time. Hewlett-Packard co-founder David Packard famously said, “Marketing is far too important to leave to the marketing department.
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Find your brand positioning: Play your Cs to win in marketplace
Do you ever feel like you’re throwing a wad of spaghetti against the wall and hoping some will stick?
That is no way to win in the marketplace. The business with the right strategy and the commitment to carry it out inevitably will win.
