A decade ago, Interbrand ranked Kodak as the 16th most valuable brand in the world, worth $14. 8 billion.
The merits of mobile strategies to enhance a brand's position marketing have come more into focus these days.
The lead sentence in a recent Wall Street Journal article reads, "Xerox Corp.
Positioning has become the most powerful concept in marketing. Positioning has a twin concept that has received little attention.
During Innis Maggiore's "Breakfast With Jack Trout" event, you heard Jack Trout on positioning, repositioning, and The Five Tests of Obviousness.
During Innis Maggiore's "Breakfast With Jack Trout" event, you heard Jack Trout on positioning, repositioning, and The Five Tests of Obviousness.
At Innis Maggiore's "Breakfast with Jack Trout" event, Jack Trout spoke of "The Five Tests of Obviousness." He wrote more about these tests in his latest book, In Search of the Obvious...
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...
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®.
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?"...