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Southwest Airlines Value Proposition Soars on Low-Price Strategy
Many of us have a Southwest Airlines experience to share, but the story that most resonates with marketers is how the company found and executed its successful business strategy. The Southwest Airlines value proposition is a great example of aligning business strategy with the brand positioning idea.
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Your brand DNA sets the course
The end of another year is a good time to reflect and work on your business rather than in your business.
Your business deserves the attention and a good place to start is inside your company.
There are two kinds of companies: product-focused and customer-focused.
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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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…
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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Core Values Still Digging Up Success for Beaver Excavating
High-quality service at a fair price is as important today as when Don Sterling founded the company in 1953; Day-to-day operations to soon transition to third generation.
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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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Big Data and Business: 2018 is the year of the algorithm
Making predictions is risky business, but putting our heads in the sand might be even riskier. As we begin another year, it is customary to look ahead and make decisions about where things are going. To that end, it would pay to heed the advice of J.
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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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Open, Sesame! Bert and Ernie Put Veggies On Kids' Wish List
It's easy to slide into cynicism, as the world tends to be a pretty heavy place sometimes. Today we fret more than ever that we are hurtling toward a gloom-and-doom destiny, so we fear.
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