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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 PageBrand 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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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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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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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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Checklist for Choosing a Marketing Agency
When it comes to driving business growth, turning your attention to marketing stands out as one of the most important strategies to company success.
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Tropicana: A Lesson In Brand Creative
There has been a lot of talk, by marketing experts and consumers alike, about the debacle of Tropicana's new packaging and brand creative.
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Internal Positioning Will Have a Staggering Impact on Your Brand
We tell our clients and prospects every day that their company's position is never some outlandish idea with little relation to who they are and what they're all about. It's really quite simple and, in fact, in the words of Jack Trout, it's almost always "obvious.
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“To stop advertising to save money is to stop a clock to save time.”
This Henry Ford quote is a great reminder to marketers as we begin the New Year. Time keeps marching on, and no one has figured out how to stop it. There’s a world of time-saving ideas out there, but stopping a clock isn’t one of them.
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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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