The Perfect Start-Up: Positioning a Brand for Success
Imagine you have a great idea for a new product or service. The business plan is written and the profit potential looks promising.
The Bare Essence of Brand Positioning Identity
I've noticed a trend lately toward minimalist brand communication on packaging.
Does Your Marketing Message Align With Your 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...
Can New Packaging Enhance a 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…
Grading the New Big Ten Logo
As the "resident expert" on logo design at the nation's leading agency in the practice of positioning, I was asked to provide a critique on the new Big Ten logo created by international design firm Pentagram. But first, I'd like to critique all the logo critics out there...
It's Not the Economy. It's Brand Differentiation.
With a highly-publicized election right around the corner, a lot of debate seems to revolve around the economy .
A Brand Position Lesson: Is 31 Years in the Same Position Too Long?
Ad agency Carmichael Lynch's most recent campaign for Harley Davidson featured the rebel slogan, "Screw it. Let's ride.
Living Your Brand Position
What I Learned On My 800-Mile Trek Across Texas Interviewing 85-Year-Old Widows If you're a regular reader of PositionistView, you're well aware of our brand position philosophy -- employing a differentiating…
Can Color Affect Your Brand Positioning?
Or, does your brand positioning affect the colors you choose to represent it? The answer should be a resolute "yes" to both questions! Can you imagine drinking a bottle of…
In What Condition Is Your Marketing Position?
By now, if you've been reading PositionistView, you're well-versed in what a marketing position is, and how it can greatly affect the strength of your brand.
