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Tagged with: 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...

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 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…

Are blogs dead? Certainly they are no longer mentioned as a marketing panacea as they were at the turn of the millennium, but to call them dead would be far…

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

Great creative may touch a nerve, bring a tear or generate laughter, but it is doomed to fail as effective advertising if it is not built on a solid positioning strategy. Throughout the history of advertising, creative minds have toiled to make products popular and services desirable. Many have succeeded. Most have failed. And failure is not reserved simply for those advertisements with clumsy creative...

Many marketers misunderstand marketing. They think marketing is a battle of products, not brand perceptions. Let the better product win is the adage.