southwest

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.

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

Click here to play video. "Repositioning" in a Time of Competition, Crisis, and Change On April 29, nearly five hundred business and marketing executives gathered at the John S.

The brand is the most important asset that a company has. Half of Coke's total value is attributable to its brand, over $70 billion. Disney's brand contributes 68 percent to its overall value. McDonald's brand contributes an astounding 71 percent! A brand is not just the logo or name for a product or service. Brands that are built to express the differentiating idea, inherent to a specific business model and its resulting product, will create value beyond what the product was originally designed to deliver...