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May 16, 2012#

Great Positioning, Weak Execution: New Connecticut Tourism Campaign

Being a resident, born and raised, I’m pleased to see the state of Connecticut once again promoting itself as a tourism destination following a lengthy hiatus due to budget cuts.
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April 26, 2012#

How to Become a Brand Monopolist

In this hyper competitive world being bigger, faster, stronger, or smarter is deemed imperative to triumph over others. But what if being different, not just better, is the real key to winning?
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March 4, 2012#

Positioning Powerade as an Underdog

Positioning your brand as an underdog–#2 to a powerful #1–is nothing new.

Avis, most famously, positioned itself as the car rental company that tried harder, especially with regard to customer service compared to market leader, Hertz.  And, of course, we’re all familiar with Apple vs. Microsoft, Under Armor vs. Nike, and the Jamaican bobsled team against . . . all odds.  These brands caught our attention and generated broad-based appeal because they were all a variation on the classic David vs. Goliath story–the humble but determined underdog pitted against the arrogant, bloated titan.
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January 19, 2012#

Fast-Growing Brands Have a Higher Purpose Positioning

Few would be surprised to learn that companies with the strongest financial growth are also those that have the greatest depth of customer relationships?
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January 11, 2012#

BMW Finds its Way Back Home

The road to long-term business success takes us down many roads, and sometimes it’s inevitable that we’ll make a wrong turn.

That’s what happened to BMW when it abandoned its powerful and iconic brand positioning, “The Ultimate Driving Machine,” in favor a much softer and generic promise of bringing “Joy” to drivers lives.
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November 20, 2011#

What Does Sony Stand For?

Sony is on the ropes.  According to Business Week, the company is predicting a $1.2 loss this fiscal year, and its share price is at a 24 year low.
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November 18, 2011#

Benetton Promotes “Global Love”

Even we in the “spin” business are amazed at the lengths some companies will go to promote their brands.
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October 24, 2011#

Repositioning Baby Carrots as Junk Food

We talk a lot here about the power of reframing your category in order to stand out from your competition.

Here’s a terrific example of a unique, creative and compelling approach.
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October 17, 2011#

The Old Rules of Marketing are New Again

The accolades have been pouring in crediting Steve Jobs with being a master marketer.  Indeed, his founding partner, Steve Wozniak claims that this was always his greatest strength.
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September 19, 2011#

Netflix Digs a Deeper Hole

Responding to customer criticisms and defections, the CEO of Netflix, Reed Hastings, this morning apologized to customers for not being clear about the reasoning behind the company’s decision to separate its DVD and streaming business, and its new pricing structure.   That was good.
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