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Tagged with: Positioning

Companies must know the difference between line extension and a brand extension . . . and when to go each route.

Business marketers must know how to play offense and defense, and when it’s best to flank foes. Combat strategies win wars and help gain a competitive advantage in business.

Company failed (and failed again) when it strayed from its established core position.

Solutions, when found, will be simple and obvious — but only in retrospect.

The better candidate doesn’t always win. Candidates with the better competitive positioning strategy do. Voters need to feel an emotional connection. Trump vs. ClintonWe just couldn’t help ourselves.

Customers’ minds don’t like confusion and can be tough to change. So what’s a business to do? Focus! And find the marketing value in a brand name.

From a marketing standpoint, the most important decision you can make is what to name your product or service. The right choice brings significant brand name value.

Positioning is the foundation to building a stronger, more valuable and sustainable product or service.

Remember this rule: A brand can stand for only one idea. Readers no doubt understand when someone warns, “Don’t put the cart in front of the horse.