Today we send out a hearty "thank you" to all of our positioning friends who read and responded to Lorraine Kessler's excellent analysis of the best (and worst) Super Bowl…

Before getting to the winners and losers among the 2012 Super Bowl ads, allow me to digress. Borrowing from ancient practical wisdom, two is better than one, three is better than two. Consider a cable. A cable is a stranded cord. No argument that two cords wound together are stronger than one. Three cords wound together are stronger and therefore better than two. Stretching the analogy, an advertisement that is entertaining can be good. An advertisement that is likeable is better. But, an advertisement that is entertaining, likeable and effective is best of all. Three cords are better than one...

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

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

The Best and Worst "Positioning" Ads of the Super Bowl The big game is over, but ratings, rankings and commentary on which Super Bowl advertisements and positivists fared the best and…

In the 2008 book, Killer Differentiators: 13 Strategies to Grow Your Brand, authors Jacky Tai and Wilson Chew conclude that Apple's brand strategy of consolidating software and hardware has "crippled…

There was a time when advertising and PR agencies not only wanted to be marketing partners with their clients, but they actually were.

In the first part of the positioning map discussion, I explained how a positioning map is a useful tool to identify brand perception.

Welcome to the first half of a discussion on the positioning map, a visual representation of your brand's perception as related to competing products...

If you read our post on Super Bowl ads, you may have noticed that our picks routinely (year in and year out) differ wildly from those of Ad Age, the…