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Don’t Dare Call It “McDonut”!

How sweet is the McDonald’s/Krispy Kreme cross-promotion strategy?

Lots of people like McDonald’s. Lots of people like Krispy Kreme.

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Boost sales with branded packaging design that aligns with your position.

If you’re a consumer product manufacturer, you’ve undoubtedly marketed your product through a variety of advertising, media, and PR tactics.

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Differentiating Your Brand

Differentiating your brand may prove quite a challenge. When we work with our clients on determining their differentiating idea we put them through our proprietary Appreciative Discovery®.  

As part of the Appreciative Discovery, the following differentiating filter was developed.

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Competitive Positioning: Wal-Mart vs. Target

Times are topsy-turvy and one of the great reversals can be seen in the world of retail. And a lesson in competitive positioning is left to be learned. While Wal-Mart, the largest company in the world, has always dwarfed rival Target in size ($406 billion in annual revenue vs.

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Ten Common Online Marketing Mistakes

At Search Engine Strategies Conference in New York, I shared experiences with search marketers from around the world. We love sharing our successes. But by scratching the surface you can find a wealth of tips learned from mistakes.

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Repositioning The Competition

Click here to play video. "Repositioning" in a Time of Competition, Crisis, and Change

On April 29, nearly five hundred business and marketing executives gathered at the John S.

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Repositioning with Crisis Communication

Click here to play video. "Repositioning" in a Time of Competition, Crisis Communication, and Change

On April 29, nearly five hundred business and marketing executives gathered at the John S.

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In What Condition Is Your Marketing Position?

By now, if you've been reading PositionistView, you're well-versed in what a marketing position is, and how it can greatly affect the strength of your brand. And maybe now (in a down economy) a checkup is in order to discover the condition of your marketing position.

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Can Color Affect Your Brand Positioning?

Or, does your brand positioning affect the colors you choose to represent it? The answer should be a resolute "yes" to both questions! Can you imagine drinking a bottle of Coke imprinted with a blue label rather than the familiar red and white? What if you pulled into a BP…

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How Positioning Aligns With Search Engine Optimization

One of the principles of positioning is that there is a specific universe who cares about your difference. Not the entire universe, but a group carved out where your difference is high value and meaningful. Many experts call this focus. Some call it a purple cow.

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