Improve Brand Perceptions. Improve ROI.
Many marketers misunderstand marketing. They think marketing is a battle of products, not brand perceptions. Let the better product win is the adage.
Positionist Picks: 2010 Super Bowl Ads
Most Super Bowl Ads Fumble Great Positioning Opportunities Positioning is how you differentiate a brand. Differentiation provides the reason why someone should buy from you and not another.
Toyota. Big Brand. Big Trouble
We've all heard the adage, "The bigger they are, the harder they fall. " Nowhere is this truer than in corporate business today.
Dove For Men: From Line Extension To Line Extinction
The latest miscalculation in line extension is brought to you by Unilever, maker of Dove, the world's first "beauty bar.
Repositioning The Competition
Click here to play video. "Repositioning" in a Time of Competition, Crisis, and Change On April 29, nearly five hundred business and marketing executives gathered at the John S.
Change Communication: Repositioning
Click here to play video. (Or use this YouTube link.
Size Doesn't Matter! Marketing Focus Does.
Marketing is the distinguishing, unique function of business.
The Key To Failure: Hyper-Commoditization
Rite Aid. General Motors. Krispy Kreme. Sbarro. Dollar Thrifty. Trump Entertainment. What do these brands have in common? They're all expected to go under this year.
Competitive Positioning: Wal-Mart vs. Target
Times are topsy-turvy and one of the great reversals can be seen in the world of retail. And a lesson in competitive positioning is left to be learned. While Wal-Mart, the largest company in the world, has always dwarfed rival Target in size, but until recently Target had been decisively winning the growth game...
