southwest
My brother texted me the above screen shot, and it made me ponder the question: Who is the arbiter of truth? Are we really turning this over to machines to…
Southwest Airlines was founded with a clear mission — to provide low-cost, convenient airfare for patrons.
The other evening, my wife and I were discussing the recent bad news about Bed Bath & Beyond.
Brands that become great do so because their positions pass the 3C's test with straight A's. All great brands have clearly defined ideas that differentiate against competitors.
Charlie Munger knows a bit about making money. Charlie, 94, is worth close to $2 billion. He is the very longtime partner of Warren Buffett, 87.
The Southwest Airlines value proposition is a great example of aligning business strategy with the brand positioning idea. Southwest founder and CEO Herb Kelleher knew in his head and his heart that his airline could own the position of “low price” in his category...
Have you found your brand’s positioning idea? Southwest Airlines is low cost. FedEx is overnight delivery. Volvo is safety. When building a brand, you must differentiate...
Anyone who has been lost at Chicago’s O’Hare International Airport knows the secret to effective marketing. First, determine where you are. Next, figure out where you want to be.
Dunkin’ Donuts is planning to change its name to Dunkin’. The move is the latest example of corporate repositioning to make news that mainstream media will report.
No matter how great the tactics, you can’t win without the right strategy.