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Building a Brand: Differentiate, strategize, target and shout from rooftops
Have you found your brand’s positioning idea? Southwest Airlines is low cost. FedEx is overnight delivery. Volvo is safety. When building a brand, you must differentiate.
View Web PageWalking line between corporate social responsibility, social division
We care more today about supporting companies whose values are aligned with our values. Corporate social responsibility is important. The reason might be due to the power of social media. Maybe it’s what matters most to millennials. Maybe it’s where we are moving as a society overall.
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Advantages to being first
One of the easiest ways to be remembered is to be first. Do you remember who was the first person to fly solo across the North Atlantic? Charles Lindbergh, of course. But who was the second? He was Bert Hinkler, considered a better aviator than Lindbergh.
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Right People, Partnerships Equate to Growth for M. Conley Co.
Distributor credits its people for developing the right solutions for customers, looks to add new talent to strengthen customer partnerships. Any company that’s been around a century and a quarter has calculated its equation for success.
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Old-Fashioned Approach Still Works for Adam’s Men’s Clothier
Friendly faces, quality products, on-site tailoring and competitive prices make store Stark County’s men’s clothing king. Adam Goldman took a shot at opening his own men’s specialty clothing store 26 years ago. The lessons he’s learned serve him well today.
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Earning Customers' Trust Helps Grove Appliance Stand the Test of Time
Some things haven’t changed much since E. J. Grove started his own refrigeration business in Alliance in 1935. The foundation of E. J. ’s business model was to provide quality workmanship and products at a fair price with excellent service. Fast-forward 83 years to 2018.
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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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The Moment Of Aperture Meets The Transaction
Consider this the abbreviated version of the buying cycle: a shopper wants things, even things she doesn't know she wants, and she seeks these things out or they seek her out as she goes about her daily life.
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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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Trump Aside, HP's Problem Is Botched Brand Positioning
Ever since the second Republican debate, Trump has railed on rival Carly Fiorina, claiming "The Compaq computer deal," made when Fiorina was CEO of HP, "was one of the worst deals made in business history. " HP was guilty of botched brand positioning.
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