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An article in the Columbus Dispatch touted that Starbucks was taking cues from its cheaper rivals. That they were seeking part of the 'value' pie. What a ghastly mistake.
Differentiating your brand may prove quite a challenge. When we work with our clients on determining their differentiating idea we put them through our proprietary Appreciative Discovery®.
Remember the 1997 movie called In and Out? It starred Kevin Kline as Howard Brackett, a Midwestern high school teacher who questioned his sexual identity after being pronounced gay on…
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...
For so many years, CEOs have focused on doing things better. For a long time, this approach worked. However, a problem has surfaced over recent years as we realize that this approach is simply not working anymore. Being better has become a basic requirement: it is what it takes just to stay in the game. Your prospects and customers have come to expect a higher level of quality and service, and, as a result, quality and service are no longer differentiators. Before you make your next marketing move. You should be asking, "what is positioning?"...