Category
Brand Positioning
Each edition of this publication, PositionistView®, highlights a noteworthy accomplishment or (more often) a stunning positioning "swing-and-a-miss" of a big brand.
Blue Buffalo and Purina are embroiled in a battle. A relative newcomer to dog food, Blue Buffalo says it uses nothing but the best natural ingredients and no byproducts.
Is the advertising industry losing its way? The recent Wall Street Journal article about the Cannes Lions Festival of Creativity seems to point that the answer to that question is…
It's easy to slide into cynicism, as the world tends to be a pretty heavy place sometimes.
Quick! What's A. 1. ? (You answered, "Steak sauce. ") Quick! Name a steak sauce. (You said, "A. 1. ") Positioning marketing theory calls this "equivalence.
On a very hot day last summer while tracking Tiger Woods at Firestone Country Club, I thought for a moment about buying a bottle of water.
In talks I deliver on the topic of positioning, I often make an offer that elicits a great response from the audience.
A little history first: Do you remember when Volvo was shaped like a tank and even drove like one? It was engineered tough and reliable.
It appears Sears shoppers can be members. Eddie Lampert, Sears Holdings' chairman and CEO, told us so in a letter attached to the company's recent results.
Famed Apple Stores leader and Silicon Valley wunderkind Ron Johnson thought so. He swept in as JC Penney's new CEO with celebratory bravado.