Scroll To Top

Category
Brand Positioning

Brand Purpose Beyond features and benefits companies win with their whys

Brand Purpose: Beyond features and benefits, companies win with their whys

Not too long ago, the popular advertising strategy was to promote product features like low calories, shavers with pivot heads and toothpaste that removes stains... 

Advantages to being first

Advantages to being first

One of the easiest ways to be remembered is to be first. Do you remember who was the first person to fly solo across the North Atlantic? Charles Lindbergh, of course. But who was the second? He was Bert Hinkler, considered a better aviator than Lindbergh. But he wasn’t the first, so nobody remembers Bert...

7 greatest brand positions excel in 3C test

7 greatest brand positions excel in 3C test

Brands become great by finding a position that sets them apart from the competition, is meaningful and relevant to the consumer, and is an idea they can get passionate about. In his latest column, Dick Maggiore reveals seven companies that have passed the 3C’s positioning test with flying colors...

Repositioning Can Deliver The Advantage Your Business Needs

Repositioning Can Deliver The Advantage Your Business Needs

We hear often about repositioning in the world of marketing, but the truth is relatively few people truly understand what it means...

Nike Tagline How to execute the perfect tagline

Nike Tagline: How to execute the perfect tagline

Gary Gilmore was strapped to a chair on the morning of Jan. 17, 1977, wearing a T-shirt and a bag over his head. He was to become the first person in the United States to be executed in a decade...

Find your brand positioning Play your Cs to win in marketplace

Find your brand positioning: Play your Cs to win in marketplace

Do you ever feel like you’re throwing a wad of spaghetti against the wall and hoping some will stick?...

 

Trouts seven Abouts shape marketing strategy

Trout's seven 'Abouts' shape marketing strategy

Marketing strategy is first about finding your difference, then finding the best way to get your differentiating idea into the minds of your prospects and customers...

Brand categories great for selling lousy for unifying our world

Brand categories great for selling, lousy for unifying our world

The numbers are mind boggling. Our amazing brains are wired with 100 billion cells, which researchers have found on average send signals 10 times per second. Each brain cell connects to 5,000 other brain cells, which means every time a cell fires, 5,000 other cells receive a signal...

Sears saga found in snowblowers

Sears' saga found in snowblowers

Former Sears executive Steve Goldstein was so shocked when he found snowblowers for sale at his company’s Miami store that he wrote the book, “Why are there Snowblowers in Miami?” That is but one of myriad anecdotes in Sears’ 120-year history, yet it reveals much about the thinking of those who were in charge of the retail brand and why the company is fighting for its life today. Sears' changing business environment was being overlooked...

Ground control to Elon Musk

Ground control to Elon Musk

Elon Musk is widely known for his willingness to invest his mind and his riches to stretch the envelope on a variety of frontiers, from automobiles to software to outer space travel...

1 2 3 4 5 ... 14