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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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Election Season: Competitive positioning strategy wins
The better candidate doesn’t always win. Candidates with the better competitive positioning strategy do. Voters need to feel an emotional connection. Trump vs. ClintonWe just couldn’t help ourselves. The 2016 presidential election campaign is like no other.
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Brands must be smart about their social media content strategy
Businesses churn out more and more messages, but ‘engagement’ from customers isn’t keeping pace. There’s only so much an audience can absorb. Businesses churned out three times more messages in the past year, but their prospects and customers didn’t pay any more attention to them. Not good.
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Century-old book speaks to 2016 business challenges, positioning strategy
Solutions, when found, will be simple and obvious — but only in retrospect.
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Combat strategies win wars and help gain competitive advantage in business
Business marketers must know how to play offense and defense, and when it’s best to flank foes. Combat strategies win wars and help gain a competitive advantage in business. The competitive nature of business is such that it’s understandable for business people to compare marketing to war.
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Brand extension can help growth, but keep your focus
Companies must know the difference between line extension and a brand extension . . . and when to go each route. Apple CEO Tim Cook learned a gem of a lesson from the legendary Steve Jobs. “I learned that focus is key.
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Know where to aim with focused marketing strategies
No matter how great the tactics, you can’t win without the right strategy. How can you know where to aim if you don't start with focused marketing strategies?
Time and time again, we find that great execution can’t overcome bad strategy.
Johnson Controls-Pro Football Hall of Fame Village deal is brand-building genius
Agreement announced Nov. 18 becomes day when excellence met excellence in Stark County. Chances are, most readers of The Canton Repository hadn’t formed much of an image about the Johnson Controls brand before last week, but that most certainly will change soon.
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Great company slogans are difficult to create, but worth extra effort
Other than creating the brand’s name, the development of tagline might be marketer’s most important task. Great company slogans roll off our tongues like sweet candy, and many are so popular that people use them in their everyday conversations. Great company slogans, though, are much more than clever words.
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