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Tagged with: Brand
Nike just did it. We were taught in business school not to mix the brand with politics. Conventional branding wisdom says it would be brand suicide.
Does your business have a clear and well-articulated statement of strategy? If not, you are at a disadvantage.
We care more today about supporting companies whose values are aligned with our values. Corporate social responsibility is important.
If you are tempted to say "quality" helps differentiate your brand, think again.
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...
Let me see if I have this right: A major brand is spending lots and lots of money telling us that for years and years its product has always been lousy. Until now, that is...
Differentiating your brand may prove quite a challenge. When we work with our clients on determining their differentiating idea we put them through our proprietary Appreciative Discovery®.