I cannot open my Twitter without being reminded by Trunk Club advertising that I'm a terrible dresser. They're all over me right now and, by all reasonable fashion conventions, they're probably right. If you're unaware, Trunk Club is a subscription gift box service of men's clothes specifically curated by a stylist based on my supposed preferences. And it's not alone. What Trunk Club is for men's clothes, Birchbox is for cosmetics and BarkBox is for squeaky toys. We're living in a subscription gift box renaissance. Harry and David is soooo 2013.

Each edition of this publication, PositionistView®, highlights a noteworthy accomplishment or (more often) a stunning positioning "swing-and-a-miss" of a big brand.

Quick! What's A. 1. ? (You answered, "Steak sauce. ") Quick! Name a steak sauce. (You said, "A. 1. ") Positioning marketing theory calls this "equivalence.

In talks I deliver on the topic of positioning, I often make an offer that elicits a great response from the audience.

A little history first: Do you remember when Volvo was shaped like a tank and even drove like one? It was engineered tough and reliable.

It appears Sears shoppers can be members. Eddie Lampert, Sears Holdings' chairman and CEO, told us so in a letter attached to the company's recent results.

Famed Apple Stores leader and Silicon Valley wunderkind Ron Johnson thought so. He swept in as JC Penney's new CEO with celebratory bravado.

It is said social media has changed communication. It hasn't. Communication is the same as it always has been. Message. Sender. Receiver. Social media's problem is the receiver.

FedEx founder Fred Smith wrote an economics paper while at Yale.

This Father's Day, Dove® wants to sell more product. So, it has jumped gender and journeyed into product line extension land.