Category
Brand Positioning

Papa John’s had brand positioning, but didn’t know it until a chance conversation. Positioning and Papa Johns go way back...

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...

Anyone who has been lost at Chicago’s O’Hare International Airport knows the secret to effective marketing. First, determine where you are. Next, figure out where you want to be.

What do you do when even a good coat of polish doesn’t make your shoes shine anymore? It might be time to buy a new pair of shoes.

Dunkin’ Donuts is planning to change its name to Dunkin’. The move is the latest example of corporate repositioning to make news that mainstream media will report.

We’re going to have to close our doors. We heard it declared twice last week that branding is dead because of Amazon. It is going to own everything.

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.

Only when we know what is motivating our prime prospect are we able to find our differentiating idea, our position.

Jack Trout’s counsel to 500 Ohio business leaders in 2009 rings as true today as it did the day he delivered it.

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…