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‘Positioning map’ can reveal your competitive advantage
Today, more than ever, businesses need the right strategies to compete and win in the hyper-competitive marketplace. No market or industry is exempt from the need to focus on and adjust the way they’re doing business...
Brand Extension: Mayo move spread Heinz too thin to win
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. When I hold up a jar of Heinz mayonnaise as an example of a poor product line extension, the looks on the faces of the people in the audience tell the whole story...
Think digital branding in today's B2B sales
Brand positioning is designed to tee up sales — a mission as important as ever with today’s plethora of digital branding opportunities to engage and motivate our customers and prospects...
Branding & Social Responsibility: Ability to respond an important responsibility
Terrell Owens, the former NFL All-Pro receiver, unprecedentedly is passing on attending his Pro Football Hall of Fame induction ceremony in Canton. It's a case study in branding and social responsibility...
Brand Repositioning Misses: Lessons from Toys ‘R’ Us
Beyond my office window, directly across Whipple Avenue, sits the once mighty, and now vacant, Toys “R” Us building. How did this happen? What went wrong? What can we learn from brand repositioning misses?...
Differentiated Content: The Key to Content Marketing
The likely key to content marketing has been discovered; It's probably not what you think. Remarkably, 95 percent of CEOs whose companies use content marketing as a marketing tactic report they believe it has had no effect on their businesses...
Listening to customers improves understanding
A customer is someone who must be satisfied for the company to exist. The customer is the focal point around which the business should be built. Listening to customers is a must...
Competitive Business Strategy: Find your playground
Does your business have a clear and well-articulated statement of strategy? If not, you're at a disadvantage. To find out where to go, you need a competitive strategy — a road map — that spells out your competitive advantage...
Find your business’ marketing Holy Grail
In the Christian tradition, the vessel Jesus and his disciples used to drink wine at the Last Supper is called the Holy Grail. Through the centuries, the Holy Grail has come to be known as something very special and highly sought for its miraculous powers...
Brand a place like Canton: We can score big if we go all in
Canton and the National Football League have been the perfect pair for nearly 100 years, the peanut butter and jelly of the sports world...