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By Dick Maggiore and Mark Vandegrift

Category
Brand Positioning

Marketing Message Aligns with Brand Positioning Strategy

The best thing you can do to strengthen your brand is to develop a brand positioning strategy that differentiates it from competitors. And one of the worst things? Create an ad campaign or advertising message that doesn't align with that position. It's a sure way to confuse your customers, cause people to question your business acumen, and lose lots of money trying to recover from lost sales or market share...

Territorial Nesting and Positioning

Mother Goose Knows This Stuff is No Mere Fairy Tale Every spring over the last few years, Innis Maggiore has witnessed a wonder of nature that's also a real life application…

More than Quality to Differentiate Your Brand

If you are tempted to say "quality" helps differentiate your brand, think again.

No Deep Discounting Positioning Tactics

As I mentioned in my first article of the year on 2011 new media trends, there are a lot of exciting trends on the horizon and many new media options starting to settle in as excellent positioning tactics. A few mentioned in the article were LivingSocial and Groupon, deep-discounting-buy-a-coupon-that-is-really-a-gift-certificate-social-media platforms. Like a lot of new media, it's hard to pin down exactly what to call them since these platforms are more than a couponing tactic. And as a positioning tactic, I was very skeptical whether this would ever help a brand...

Education and Motivation in Internal Positioning

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.

Mobile Strategies Position Marketing

The merits of mobile strategies to enhance a brand's position marketing have come more into focus these days.

Online Positioning and Brand Analytics

Is it possible that analyzing how well your position resides in the customer's mind is as simple as googling your brand name? Or perhaps searching your difference? This approach almost seems too elementary, but if you don't rank in the top position for the basic keywords that make up your difference, there's a possibility that you have not discovered your difference, expressed your position correctly, or advertised it with right or sufficient resources. To test this, google the combination of your difference and category, such as Innis Maggiore would do with "positioning agency." ...

Word Repositioning

Can words have a position? And, if so, can their positioning change over time? That is, can repositioning be achieved? At Innis Maggiore, we know that the most powerful concept in marketing is to own a word. Take a word such as "prestige," as owned by Mercedes-Benz, or "overnight" and "safety," by FedEx and Volvo, respectively. Each word carries meaning, and the positioning (the twin to repositioning) supplied by that word creates meaning for the brand...

New Packaging and Brand Position

The Skinny on Diet Pepsi's New Can After nearly two years of marketing dormancy, Diet Pepsi is introducing a new package for the brand -- the skinny can -- to reacquaint…

KFC's Positioning Strategy

KFC -- or is it KGC? -- seems to be having a personality crisis (with all apologies to the 70s rock band New York Dolls), which means it has a positioning strategy crisis...

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