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 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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December 2, 2011#

The Key Elements of Powerful Slogans

The New York Times reported yesterday on the power of Occupy Wall Street’s “We are the 99%” slogan, noting how it has penetrated the national psyche and become broadly used shorthand—among politicians and the public alike—for the nation’s income disparity.
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