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Fifty Years of Positioning: the 2010s
Hipster glasses, fidget spinners, statement necklaces, and a resurgence of boat shoes were all very big in the 2010s. These trends may never return. From 2010 to 2019, however, Innis Maggiore continued to build on its reputation for positioning.
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Improve Brand Perceptions. Improve ROI.
Many marketers misunderstand marketing. They think marketing is a battle of products, not brand perceptions. Let the better product win is the adage. More than four decades of modern advertising history contradict this belief. Coca-Cola is the worst tasting cola and still No. 1.
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Finding Your Trend: Using Google Hot Trends
Many of you may have recently asked me about some of the widgets and apps that track the hottest searches on the web over the past hour or day.
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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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Visualizing Your Brand Perception with a Positioning Map: Part 1
Welcome to the first half of a discussion on the positioning map, a visual representation of your brand's perception as related to competing products. It's interesting to note that visual thinkers, people who describe thinking in pictures, are thought to represent about 60%-65% of the general population.
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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.
Show Dad a Little Dove®
This Father's Day, Dove® wants to sell more product. So, it has jumped gender and journeyed into product line extension land. Unilever, the parent company, wants to sell dad antiperspirant, deodorant and soap. Yes, Dove for dads -- brand androgyny.
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Great ads build on strong Super Bowl marketing strategy
If success were easy, history would not be filled with numerous flops from advertisers. Not always are ads built on strong Super Bowl marketing strategy.
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R.I.P., Jack Trout, and Thank You for Positioning
Jack Trout helped put Naugahyde under our butts and Betty Crocker back in our kitchens, but most of all he put positioning top of mind for generations of marketers from Canton to China. When we think positioning, we think Jack Trout Positioning.
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Brand consistency pivotal in building success
Staying the course requires courage, discipline. To become really good at whatever we do requires doing the right thing, then doing it consistently. This applies to just about everything.
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