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Protect your brand with pricing strategies during inflation.

As we approach the general election this November, one of the key issues that candidates are scrambling to find answers for is inflation. With the cost of consumer goods going up (according to the U. S.

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Building a Brand: Differentiate, strategize, target and shout from rooftops

Have you found your brand’s positioning idea? Southwest Airlines is low cost. FedEx is overnight delivery. Volvo is safety. When building a brand, you must differentiate.

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Company Focus: Know your ‘why’ to focus on ‘where’ and ‘how’

In last week’s column, we discussed the importance of finding your “why” — the reason your company does what it does beyond making money. It’s wrapped around a higher purpose. The why is considered immutable. The answer, we learned, comes from the customer’s perspective.

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Should Deep Discounting Be One of Your Positioning Tactics?

As I mentioned in my first article of the year on 2011 new media trends, there are a lot of exciting trends on the horizon and many new media options starting to settle in as excellent positioning tactics.

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Repositioning: Push Brand Relevance to Rev Up Your Position

Building a strong brand is not easy. Few do it. It takes the right strategy for differentiation plus factors of focus and commitment as measured by time and money. Sometimes, repositioning is needed. Conventional positioning wisdom contends that getting to the top is harder than staying on top.

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Company Mission: Why does your company do what it does?

Why do we pay $1,000 for an iPhone X? Why do we pay $5 for a cup of coffee?

Many companies struggle to find their “why,” also known as their company mission.

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Perception in marketing is reality

Brand can’t stand for two disparate ideas or dominate two categories. Perception in marketing will not allow it.  

The decision not to allow your brand to stand for more than one cohesive idea is difficult, but not as difficult as actually sticking with the decision.

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Choosing an Effective Positioning Slogan

Wisconsin-based privately held Johnsonville Sausage is a positioning winner. What does Johnsonville stand for? Sausage. What kind of sausage? All kinds. Breakfast, turkey, chicken, pork, beef, apple, garlic, brats, Italian, cheddar, maple, smoked, snack, and everything in between.

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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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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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