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Fish Or Cut Bait In Product Naming
Products come and products go. The same goes for product naming. Whether the consumer gravitates to particular products has everything to do with positioning, the quality of the products' differentiation and the perceptions associated with them. Perceptions begin anywhere the consumer encounters the product.
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A Tale of Brand Meaning: LeBrand, The Champ. We, The Chumps.
It was 9:27 p. m. on July 8, 2010 that redefined Greenwich Mean Time, as that was the time LeBron James changed his brand meaning and kicked Clevelanders in their nether regions with malice on a nationally televised unspectacular spectacle from the Connecticut suburb.
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Can New Packaging Enhance a Brand Position?
The Skinny on Diet Pepsi's New Can
After nearly two years of marketing dormancy, Diet Pepsi is introducing a new package for the brand -- the skinny can -- to reacquaint itself with current customers and entice new ones to try the product.
Repositioning - The Twin to Every Position
The best brand positions are said to "reposition" the competition. For every season of life and renewal, there is a shadow season of dormancy and death. For everything we are, there is what we are not. For every brand position there is a twin- the reposition.
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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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Jack Trout and Positioning: Legacy is brand success strategy
Jack Trout’s counsel to 500 Ohio business leaders in 2009 rings as true today as it did the day he delivered it. Times like these, he said, are opportunities for companies and brands.
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An authentic positioning lesson from the soda formerly known as Coke
Labels are for cans, not people. It's a nice sentiment any way you cut it, and Coke would have us believe it thinks so, too, by dropping its name from the can.
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Commitment to Customers Drives Davies Drugs to Good Health
Independent local pharmacy does “little things” right; free delivery, multi-dose packaging add great value for customers. Steve, Matthew and Michael Fettman learned a great deal about operating a pharmacy — and life in general — from their father, David A. Fettman.
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Grading the New Big Ten Logo
As the "resident expert" on logo design at the nation's leading agency in the practice of positioning, I was asked to provide a critique on the new Big Ten logo created by international design firm Pentagram.
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Business Strategy: After finding your ‘why,’ it’s time to execute
Vision without execution is hallucination. Some say Thomas Edison said that. Others say Einstein. Whoever said it got it right. The ability to execute is inherent in good strategy. But the strategy won’t execute itself.
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