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.
Continue Reading

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?
Continue Reading

March 30, 2012#

Action is Branding

In the movies, they say, “Action is character” because what an actor does is more important than what he says.   It’s true in real life, as well, where we judge a person’s character more on what they do than say.  Similarly, in the world of branding, success is 90% walk and 10% talk.  True and meaningful differentiation lies more in the experience than the story.  Action is Branding.
Continue Reading

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.
Continue Reading

February 17, 2012#

The Eroding Public Confidence in US Corporations

The job market, housing market, consumer confidence, even the stock market, are all showing some signs of recovery.  So why is it that people are so down on US corporations?
Continue Reading

February 9, 2012#

KLM’s “Meet and Seat” Social Media Offer

Social media has many benefits, but sometimes it seems to try just a bit too hard.  Especially when it bypasses a basic understanding of human needs and wants.   Just as in architecture where form should follow function, social media is at it’s best when technology follows human wants, needs and desires—especially when it comes to when, where and how we choose to interact with each other.
Continue Reading

January 30, 2012#

Brands Fail to “Engage” on Facebook

Most people don’t really want to “engage” with brands, even self-proclaimed “fans.”  That’s the finding of a recent study from the Ehrenberg-Bass Institute as reported in Ad Age.
Continue Reading

January 22, 2012#

Reframing the Anti-Piracy Argument

Behavioral economics is based on the principle that people reason on the basis of self-interest.   How else to explain why so many people don’t view downloading copyright protected music, movies and books for free as an illegal act?
Continue Reading

January 20, 2012#

Kodak Needs a Vision

It’s sad to see Kodak filing Chapter 11.  Such a venerable, deeply engrained cultural icon that’s been a part of so many people’s lives for so many years. Until the 1990s it was rated one of the world’s five most valuable brands.
Continue Reading

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?
Continue Reading