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Tagged with: Strategy

I've noticed a trend lately toward minimalist brand communication on packaging.

Wisconsin-based privately held Johnsonville Sausage is a positioning winner. What does Johnsonville stand for? Sausage. What kind of sausage? All kinds.

It Sure is Deep in Here: Chevy is "retooling" and "reinvigorating" so that you'll be "resonating" Apparently, brand positioning and resulting sales no longer matter in the automotive business.

Raise your hand if you think Google+ is Google's first attempt at a social network. OK, put all those hands down.

Of all the ways to differentiate a brand, none is better than leadership. Leadership is its own credential.

In 2011 New Media Trends, I covered the trends we're seeing with Facebook and its climb to a billion members.

The best thing you can do to strengthen your brand is to develop a brand positioning strategy that differentiates it from competitors. And one of the worst things? Create an ad campaign or advertising message that doesn't align with that position. It's a sure way to confuse your customers, cause people to question your business acumen, and lose lots of money trying to recover from lost sales or market share...

Mother Goose Knows This Stuff is No Mere Fairy Tale Every spring over the last few years, Innis Maggiore has witnessed a wonder of nature that's also a real life application…

If you are tempted to say "quality" helps differentiate your brand, think again.

As I mentioned in my first article of the year on 2011 new media trends, there are a lot of exciting trends on the horizon and many new media options starting to settle in as excellent positioning tactics. A few mentioned in the article were LivingSocial and Groupon, deep-discounting-buy-a-coupon-that-is-really-a-gift-certificate-social-media platforms. Like a lot of new media, it's hard to pin down exactly what to call them since these platforms are more than a couponing tactic. And as a positioning tactic, I was very skeptical whether this would ever help a brand...