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Sybil the Chicken: Examining KFC's Positioning Strategy

KFC -- or is it KGC? -- seems to be having a personality crisis (with all apologies to the 70s rock band New York Dolls), which means it has a positioning strategy crisis.

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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.

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Building Durable Competitive Advantage

Warren Buffet, the “Oracle of Omaha” and arguably one of the greatest investors of all time, is a man whose perspective is widely respected across a variety of business disciplines. His yardstick for selecting companies in which he might invest also measures up in the brand-building world.

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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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Size Doesn't Matter! Marketing Focus Does.

Marketing is the distinguishing, unique function of business. To those of you in leadership positions: The foundation of effective leadership is thinking through the organization's difference, defining it and establishing it, clearly and visibly. You have to have a well differentiated brand to survive today.

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Strategic Leadership: CEOs must define, promote differentiation

The foundation for effective strategic leadership is thinking through your organization’s difference, defining it and establishing it, clearly and visibly. For so many years, CEOs have focused on doing things better. Today, however, we realize this approach no longer is enough.

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Test, learn, tweak to formulate business strategy

Learning to write and solve equations is the foundation of formal education for many of us. There are thousands of equations and formulas that guide work in many industries, from making special alloy steel to building spacecraft that can travel to the end of our solar system and beyond.

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'Content marketing' lifts brands, engages customers

Bed Bath & Beyond, IBM, Goldman Sachs, Taco Bell, GoPro and Twitter all have at least two things in common. Each understands the need to win online, and each has an award-winning content marketing strategy.

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"I See London, I See France ..." The Repositioning of a Word

Can words have a position? And, if so, can their positioning change over time? That is, can repositioning be achieved?

At Innis Maggiore, we know that the most powerful concept in marketing is to own a word.

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Artificial intelligence and marketing, the next big thing

Few would argue the impact of the wheel, the printing press, steam and gasoline engines, the telephone, electricity and the light bulb, nuclear power, the airplane, penicillin, the computer and the internet. Major inventions have shaped human development and powered society, culture and civilization.

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