PositionistView

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.

Few would argue the impact of the wheel, the printing press, steam and gasoline engines, the telephone, electricity and the light bulb, nuclear power, the airplane, penicillin, the computer and…

Marketers have heard for generations that 80 percent of our business comes from 20 percent of our customers, but a strong case can be made that this generalization doesn’t much…

It starts with the category. That’s the way our brains work. We think category first, then brand. A very contagious disease is spreading rapidly across the globe: infobesity.

Amazon has become the “everything for everybody” retailer, which in positioning parlance means it’s the opposite of the focused specialists. Amazon and Whole Foods getting together solidifies this.

We’re going to have to close our doors. We heard it declared twice last week that branding is dead because of Amazon. It is going to own everything.

Staying the course requires courage, discipline. To become really good at whatever we do requires doing the right thing, then doing it consistently. This applies to just about everything.

Only when we know what is motivating our prime prospect are we able to find our differentiating idea, our position.