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The Undoing of GM
In the third decade of the 21st century, GM may once again be a big brand in big trouble paying the high cost of brand positioning failure. The company’s U. S. market share of 17.
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Wanna soggy donut?
Because that’s the result of the brand partnership between McDonald’s and Krispy Kreme. People like coffee, and people like donuts — and they even go together — so what could possibly go wrong?
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A Go-To-Market Strategy Fails Without Positioning, Creative, and Media.
Every good marketer loves a solid strategy presentation. They’re built with a solid foundation and clear objectives. However, many go-to-market strategies are missing a key part. At Innis Maggiore, we talk about “getting the right idea” – finding and focusing on a client’s position.
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Marketing strategy and laws guide wins in marketing warfare
In science and society, laws come together in systems to lend order, guide actions and produce results or outcomes.
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Brand Purpose: Beyond features and benefits, companies win with their whys
Not too long ago, the popular advertising strategy was to promote product features like low calories, shavers with pivot heads and toothpaste that removes stains. Then we shifted to something with more personal relevance: product benefits.
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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. Have you developed strategies to make it difficult for your competitors to copy?
View Web PageKnow Thy Category: A key in marketing communication strategy
It starts with the category. That’s the way our brains work. We think category first, then brand. A very contagious disease is spreading rapidly across the globe: infobesity. It’s an epidemic we’ve discussed previously. If information were calories, we’d all be obese. Infobesity has affected the human attention span.
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Brand Analytics: Measuring Via Online Positioning Analysis
Is it possible that brand analytics about how well your position resides in the customer's mind is as simple as googling your brand name? Or perhaps searching your difference?
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The Masters - A Masterclass in Exclusivity as a Position
My daughter recently called my wife and me and asked a surprising question, “Do one of you want to go to the Masters with me? I have two tickets.
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Brand a place like Canton: We can score big if we go all in
Canton and the National Football League have been the perfect pair for nearly 100 years, the peanut butter and jelly of the sports world. Pro football is in our DNA.
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