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By Dick Maggiore and Mark Vandegrift

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Tagged with: Positioning

Poor Position Change A. 1. Sauce

Quick! What's A. 1. ? (You answered, "Steak sauce. ") Quick! Name a steak sauce. (You said, "A. 1. ") Positioning marketing theory calls this "equivalence.

Second Chance at Position Propel

On a very hot day last summer while tracking Tiger Woods at Firestone Country Club, I thought for a moment about buying a bottle of water.

Company Examples of Positioning Ideas

In talks I deliver on the topic of positioning, I often make an offer that elicits a great response from the audience.

Value in Risking for Super Bowl Ads

Eighty percent of Super Bowl ads don't sell. That's according to a new study by the research firm Communicus.

Positioning Conflict for Volvo

A little history first: Do you remember when Volvo was shaped like a tank and even drove like one? It was engineered tough and reliable.

Sears Changes for Power Positioning

It appears Sears shoppers can be members. Eddie Lampert, Sears Holdings' chairman and CEO, told us so in a letter attached to the company's recent results.

JCP Struggle with Brand Meaning

Famed Apple Stores leader and Silicon Valley wunderkind Ron Johnson thought so. He swept in as JC Penney's new CEO with celebratory bravado.

Lessons on Social Media Communication

It is said social media has changed communication. It hasn't. Communication is the same as it always has been. Message. Sender. Receiver. Social media's problem is the receiver.

Review of 2013 Super Bowl Ads

Despite Super Bowl XLVII's historic 35-minute third-quarter blackout, the Big Show of Super Bowl advertising, what actor Bob Odenkirk's character in the Samsung Galaxy ad calls "El Plato Supremo!" went…

Repositioning and Brand Relevance

Building a strong brand is not easy. Few do it. It takes the right strategy for differentiation plus factors of focus and commitment as measured by time and money.

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