Category
Brand Positioning

Building a strong brand is not easy. Few do it. It takes the right strategy for differentiation plus factors of focus and commitment as measured by time and money.

FedEx founder Fred Smith wrote an economics paper while at Yale.

Imagine you have a great idea for a new product or service. The business plan is written and the profit potential looks promising.

This Father's Day, Dove® wants to sell more product. So, it has jumped gender and journeyed into product line extension land.

Innis Maggiore attended three weeks of Facebook Bootcamp this past fall in search of the best social media positioning tips. Most of our associates attended the six-webinar series.

I've noticed a trend lately toward minimalist brand communication on packaging.

Wisconsin-based privately held Johnsonville Sausage is a positioning winner. What does Johnsonville stand for? Sausage. What kind of sausage? All kinds.

It Sure is Deep in Here: Chevy is "retooling" and "reinvigorating" so that you'll be "resonating" Apparently, brand positioning and resulting sales no longer matter in the automotive business.

Raise your hand if you think Google+ is Google's first attempt at a social network. OK, put all those hands down.

Of all the ways to differentiate a brand, none is better than leadership. Leadership is its own credential.