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Keyphrase Research Gets You To Top of Google
Search engine marketing, or as it's frequently called, SEM, is a term referring to any marketing strategy designed to increase website visibility among search engine results in order to increase traffic or sales. Keyphrase research is a vital element in SEO.
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Repositioning, Positioning's Twin Concept. Its Emergence Is Timely.
Positioning has become the most powerful concept in marketing. Positioning has a twin concept that has received little attention. In Jack Trout's latest book, Repositioning, released in October 2009, this twin concept is finally emerging into the light of the marketplace.
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Dove For Men: From Line Extension To Line Extinction
The latest miscalculation in line extension is brought to you by Unilever, maker of Dove, the world's first "beauty bar. " Dove was one of the first products in advertising history to "be positioned.
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The Practice of Positioning = Substance + Sizzle
If you read our post on Super Bowl ads, you may have noticed that our picks routinely (year in and year out) differ wildly from those of Ad Age, the industry's published mouthpiece for Madison Avenue big company advertising.
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Living Your Brand Position
What I Learned On My 800-Mile Trek Across Texas Interviewing 85-Year-Old Widows
If you're a regular reader of PositionistView, you're well aware of our brand position philosophy -- employing a differentiating idea, a strategy of differentiating your brand against your competition in all of your marketing messages.
Using a Positioning Map to Identify Brand Perception: Part 2
In the first part of the positioning map discussion, I explained how a positioning map is a useful tool to identify brand perception. In this piece, I will explain how to create one and use it in your planning.
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Xerox Stretches its Brand Positioning
The lead sentence in a recent Wall Street Journal article reads, "Xerox Corp. is launching its most expensive advertising campaign in two decades, as Chief Executive Ursula Burns looks to reposition the company as more than just a copier maker.
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Measuring Apple's Brand Strategy
In the 2008 book, Killer Differentiators: 13 Strategies to Grow Your Brand, authors Jacky Tai and Wilson Chew conclude that Apple's brand strategy of consolidating software and hardware has "crippled its growth. " Are they right?
The answer to this brand strategy question may be a matter of perspective.
Living the Life of a Positioning Consultant
There was a time when advertising and PR agencies not only wanted to be marketing partners with their clients, but they actually were. In a 2008 Advertising Age article, positioning consultant Al Ries said, "An advertising partnership should operate in much the same way as a marriage partnership.
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It's Not the Economy. It's Brand Differentiation.
With a highly-publicized election right around the corner, a lot of debate seems to revolve around the economy . both sides blaming each other for high unemployment, taxes, national debt, and a volatile stock market.
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