PositionistView

Of all the ways to differentiate a brand, none is better than leadership. Leadership is its own credential.

In 2011 New Media Trends, I covered the trends we're seeing with Facebook and its climb to a billion members.

The best thing you can do to strengthen your brand is to develop a brand positioning strategy that differentiates it from competitors. And one of the worst things? Create an ad campaign or advertising message that doesn't align with that position. It's a sure way to confuse your customers, cause people to question your business acumen, and lose lots of money trying to recover from lost sales or market share...

Mother Goose Knows This Stuff is No Mere Fairy Tale Every spring over the last few years, Innis Maggiore has witnessed a wonder of nature that's also a real life application…

If you are tempted to say "quality" helps differentiate your brand, think again.

As I mentioned in my first article of the year on 2011 new media trends, there are a lot of exciting trends on the horizon and many new media options starting to settle in as excellent positioning tactics. A few mentioned in the article were LivingSocial and Groupon, deep-discounting-buy-a-coupon-that-is-really-a-gift-certificate-social-media platforms. Like a lot of new media, it's hard to pin down exactly what to call them since these platforms are more than a couponing tactic. And as a positioning tactic, I was very skeptical whether this would ever help a brand...

We tell our clients and prospects every day that their company's position is never some outlandish idea with little relation to who they are and what they're all about.

The merits of mobile strategies to enhance a brand's position marketing have come more into focus these days.

Is it possible that analyzing how well your position resides in the customer's mind is as simple as googling your brand name? Or perhaps searching your difference? This approach almost seems too elementary, but if you don't rank in the top position for the basic keywords that make up your difference, there's a possibility that you have not discovered your difference, expressed your position correctly, or advertised it with right or sufficient resources. To test this, google the combination of your difference and category, such as Innis Maggiore would do with "positioning agency." ...

Can words have a position? And, if so, can their positioning change over time? That is, can repositioning be achieved? At Innis Maggiore, we know that the most powerful concept in marketing is to own a word. Take a word such as "prestige," as owned by Mercedes-Benz, or "overnight" and "safety," by FedEx and Volvo, respectively. Each word carries meaning, and the positioning (the twin to repositioning) supplied by that word creates meaning for the brand...