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Bud Light Violates Core Positioning Principles

Set the politics aside. Forget your values for just a moment. Bud Light’s marketing fiasco reminds us that violating positioning principles can cost you a lot more than advertising dollars.

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Pepsi brings the "craft" to cola

The craft beer industry is booming. But rather than fighting the trend, big brewers like MillerCoors and Anheuser-Busch are joining in and creating their own microbrews. Smaller, premium beverages bring a personalization to the drinking experience that mass-produced ones just can't match.

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Solving a Whale of a Problem: Is it Time for a SeaWorld Positioning Change?

For generations, families have trekked to SeaWorld to see "Shamu, the killer whale. " More than the main attraction, Shamu is the face of the theme park.

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Getting ‘right idea’ with your brand positioning statement

Remember this rule: A brand can stand for only one idea. Readers no doubt understand when someone warns, “Don’t put the cart in front of the horse. ” This would be like marketing before developing your brand positioning statement.

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Brand Differentiation Is Why We Care

Positioning is the foundation to building a stronger, more valuable and sustainable product or service. Consumers come face to face with the principle of brand differentiation every day but hardly pay much attention because, well, it’s just there.

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What’s in a name? Only everything, including brand name value

From a marketing standpoint, the most important decision you can make is what to name your product or service. The right choice brings significant brand name value. A business’ or product’s name is one of its most important assets.

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Checklist for Choosing a Marketing Agency

When it comes to driving business growth, turning your attention to marketing stands out as one of the most important strategies to company success.

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Did Jaguar Commit Brand Suicide?

I’ve been asked about a couple dozen times now, “What did you think of that Jaguar ad?” My response is always, “Well, it’s interesting…” and I stop there because most people have already formed their opinions, and it’s typically, “It’s awful.

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A CEO’s Guide to PR Crisis Management

Maybe it’s something in the air … or maybe even in the onions, but it’s clear that something’s rotten in the state of PR crisis management strategies.

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You Have Their Attention – Now Get Their Trust

Whether it’s as simple as a handwritten sign reading “Lemonade Stand,” or as complex as a Super Bowl commercial, attention marketing can be reduced to winning the gaze of the prospect. This challenge isn’t an easy one.

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