PositionistView

Before getting to the winners and losers among the 2012 Super Bowl ads, allow me to digress. Borrowing from ancient practical wisdom, two is better than one, three is better than two. Consider a cable. A cable is a stranded cord. No argument that two cords wound together are stronger than one. Three cords wound together are stronger and therefore better than two. Stretching the analogy, an advertisement that is entertaining can be good. An advertisement that is likeable is better. But, an advertisement that is entertaining, likeable and effective is best of all. Three cords are better than one...

A decade ago, Interbrand ranked Kodak as the 16th most valuable brand in the world, worth $14. 8 billion.

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.

It's finally arrived! The impact of mobile -- proclaimed since Y2K -- is now actually influencing marketing decisions.

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...