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Big Brand News! Pepsi No Longer #2; Dr. Pepper Rises
If you’re familiar with the term “Cola Wars,” you’re young enough to know that it has always been and was always supposed to be: Coke v. Pepsi. The Taste Test. New Coke. Mean Joe Greene. Michael Jackson. The Polar Bears. Tina Turner. The Super Bowl Half-Time Show.
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Positioning for Success: The Value of Designing a New Category
Want to dominate a business category? There’s only one sure way to do it: create a NEW category. As we learned from Jack Trout’s, Marketing Warfare, “if you’re not #1 or #2, be something new!” As positionists, we’re always encouraging our clients to stand apart.
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Foundation for business success boils down to 4 basic principles of marketing questions
With more than 40 years invested in developing advertising campaigns in all sizes and dimensions, we have learned that regardless of the company or product, the foundation for the work boils down to four basic principles of marketing questions.
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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.
2012 Super Bowl Ads
Winning Ads of Super Bowl XLVI
Before getting to the winners and losers among the 2012 Super Bowl ads, allow me to digress. Borrowing from ancient practical wisdom, two is better than one, three is better than two. Consider a cable. A cable is a stranded cord.
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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Breaking Positioning Principles -- Marketing Google+
Raise your hand if you think Google+ is Google's first attempt at a social network. OK, put all those hands down. Ever hear of Google Wave or Google Buzz? Not many have, so don't fret if you raised your hand.
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Sharpen your focus for marketing magnificence
Smart marketers recognize they become stronger when they focus and reduce the scope of their activities. As powerful as the sun is with trillions of kilowatts of energy, the oceans aren't boiling. A laser, with only a few watts of energy, can drill a hole in a diamond.
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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.
Market Positioning and the Context Filter: Stanley vs. Kodak
In a recent planning session for our 50th anniversary events, I was surprised to learn that our senior project manager had specified a Stanley mug for our kickoff celebration swag bag. I’m a Yeti fan, so this choice raised my curiosity. I might have even expected Hydro Flask.
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