Today, more than ever, businesses need the right strategies to compete and win in the hyper-competitive marketplace.
It happens every time I give talks here and around the country on brand positioning and brand extension. Rather than using PowerPoint presentations, I use products as props.
Beyond my office window, directly across Whipple Avenue, sits the once mighty, and now vacant, Toys “R” Us building.
In the 1970s, Jack Trout and Al Ries first coined the term “positioning” for use in the field of marketing.
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...