Marketing Resources: Brand Positioning

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Results for Brand Positioning

Irresponsible Corporate Responsibility: Doing Good Isn't Always Done Well by Alyssa Dver
If you are going to implement a corporate social responsibility program, do so responsibly. A poorly executed program can negatively affect the business in many ways. It takes one missing element, one arrogant blogger, or one angry ex-employee to publicly ...
More articles on Brand Positioning, Creativity, Management, Marketing Smarter
The Tao of Green Marketing by Irv Weinberg, Carolyn Parrs
Consumers have begun to suffer from "green fatigue." It's not hard to understand why when you can buy organic gummy bears and free-range beef jerky nestled between the six-packs and the rolling paper in a convenience store. For your green message ...
More articles on Advertising, Brand Positioning, Community, Creativity, Customer Behavior, Green Marketing, Marketing Tips
Ten Essentials of Software-as-a-Service Solution Marketing by Peter A. Cohen
Here are 10 essentials of software-as-a-service (SaaS) solution marketing.
More articles on Brand Positioning, Collaboration, Customer Acquisition, Customer Engagement, Customer Retention, Value Propositions
Sweat the Small Stuff: A Counterintuitive Approach to Professional Success by Linda Kaplan Thaler
It might sound counter-intuitive, but "sweating the small stuff" is actually a recipe for success. In fact, it can be one of best weapons in your business arsenal.
More articles on Advertising, Brand Positioning, Collaboration, Creativity
The Parasite Economy: Why Leaders Must Reinvest in Their Brands (Not Just Drain Off Profits) by Eric Garland
It's time to start investing in the future, for real. Brand equity from the old economy is about dead. The financial collapse is a sign of a larger movement that would have us stop draining off reserves, and get us ...
More articles on Brand Equity, Brand Positioning, Branding, Marketing Smarter
Leapfrogging for Success: Change the Game via Innovation by Evan Gerber
Marketers these days find themselves increasingly squeezed between a big rock and a very hard place: Their mandate is to demonstrably improve ROI, with reduced budgets, while communicating with skittish audiences that are less inclined to make purchases. Not surprisingly, ...
More articles on Brand Positioning, Creativity, Customer Behavior, Google, Marketing Budgets, Recession, Social Media, Social Networking
My So-Called Marketing Life: How Do I Extend the Reach of My Brand? by Sue Duris
Although she has been successful in promoting and extending corporate brands, the author entered into another chapter of her life a few years ago: re-energizing an acting career. Eventually, she came to see marketing herself as an actor as the ...
More articles on Brand Positioning, Branding, Networking, Social Networking, SWOT, Thought Leadership, Website Design
Four Best-Practices for Renovating Your Brand—Before It's Too Late by Fred Geyer
Why do brand leaders wait until their brands are at the breaking point, at risk of joining the likes of Radio Shack and 7Up? Instead, renovate your brands while it is strong and growing. Spot changing market dynamics and address ...
More articles on Brand Equity, Brand Positioning, Branding, Customer Engagement, Segmentation
Five Ways to Supercharge Your Mobile Marketing by Iain McCready
At this year's Consumer Electronics Show (CES), the Consumer Electronics Association announced it expects mobile phone unit sales in 2009 to grow some 31 percent in North America, with global unit sales reaching approximately 1.2 billion. The announcement validates the mobile ...
More articles on Brand Positioning, Customer Engagement, Customer Relationships, Marketing Tips, Mobile Marketing, SMS, Word of Mouth
Think Ahead While Cutting Back: Marketing Priorities in a Recession by Pat LaPointe
Where do marketers turn once all the fat has long since been trimmed and all that's left is muscle and bone? And how do we break the downward spiral of cut, cut, and cut some more? Here are some ideas ...
More articles on Brand Positioning, Collaboration, Customer Relationships, Management, Marketing Budgets, Measurement, Recession, Value Propositions
Your Marketing Stimulus Package: Invest Now in Building Brand by Kevin Randall
Every day we are bombarded with bad news about the economy: dismal corporate earnings, budget cuts, advertising gone dark, clients and agencies and people coming and going, and a sense of turbulence, malaise, and timidity. What can marketing do? Today's ...
More articles on Brand Positioning, Branding, Economic Crisis, Marketing Tips
A Toolbox for Brand Assessment and Repositioning by Bill Nissim
To weather the current economic storm, companies must take a step back and assess their core business and brand for continued relevance. Dramatic changes in behavior by cash-strapped consumers have had an impact on respected brands ranging from Starbucks (closing 600 ...
More articles on Brand Positioning, Branding
Five Steps to Building Brand Equity for the Small Business by Mike O'Toole
Everyone wants brand equity. But building it, when you are more likely to qualify for the Inc. 500 rather than the Fortune 500, can be a puzzle. Particularly when the role models for brand equity are global icons like Coca ...
More articles on Brand Awareness, Brand Equity, Brand Positioning, Branding, Marketing Tips, Small Business
Brand New Thinking: Put It in Cultural Context by Ted Mininni
As marketing managers seek to keep their brands fresh and relevant, many are tempted to jump on the latest trends and fads. You know: online and major media advertising with new imagery... new slogans and taglines... new product packaging... all ...
More articles on Brand Positioning, Branding, Customer Engagement, Customer Experience
How to Unleash the Power of Brand Repositioning: A Four-Phase Process by Gregory Pollack
Many brands and companies today are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off the competition in an effort to better explain "why buy ...
More articles on Brand Positioning, Branding, Targeting
The Power of Brand Repositioning: A Four-Phased Process by Gregory Pollack
So many brands and companies are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off the competition in an effort to better explain "why buy ...
More articles on Brand Awareness, Brand Positioning, Branding
Living Branding = The Branded Life by Martin Lindstrom
There is a new wave of branding that aims to occupy every minute of the customer's day with an unbroken theme of branded experience rather than the momentary brand rush of purchase. Experiential brand building is taking on new and all-encompassing ...
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What Is Your 'Return on Marketing Integrity'? by Lynn Upshaw
Marketers need to consider a new calculus: "return on marketing integrity"—that is, a new type of "ROMI"—which can lead to stronger business performance.
More articles on Brand Awareness, Brand Positioning, Customer Experience, ROI
The CFO as Brand Ambassador? It's Possible, and Here's How by Stuart Itkin
Kronos had an obvious identity problem that clearly impacted its sales performance, so getting support from the executive suite for a branding initiative should have been a slam-dunk. Except not quite. While everyone agreed there was a brand problem, the ...
More articles on Brand Ambassadors, Brand Awareness, Brand Positioning, Branding, Customer Engagement, Sales
Naked Branding by Martin Lindstrom
Does sex sell? You bet it does. But there's another essential element that goes hand-in-hand with sex. And that's controversy.
More articles on Advertising, Brand Awareness, Brand Positioning, Branding

See all 113 marketing articles related to Brand Positioning

Kanye, Jon & Kate: Tops for Halloween
Kanye West and Jon & Kate Gosselin topped the list in a survey of likely Halloween costume choices this year based on a celebrity mistake. Jon & Kate also swept ...
More articles on Brand Positioning, Creativity, Surveys
Tell Them a Story
A recent post at Bazaarblog touts the power of customer outreach through story-telling. The blog offers an inspired effort by CVS Caremark as an example. The CVS outreach campaign ...
More articles on Brand Positioning, Customer Behavior, Customer Loyalty
Adobe to Buy Omniture for $1.8 Billion
Adobe will buy Web analytics firm Omniture in a move to enable Adobe customers to better measure and monetize their digital assets, said Adobe.
More articles on Brand Positioning, Creativity, Marketing Strategy
Like a Virgin
David Tyreman begins World Famous: How to Give Your Business a Kick-Ass Brand Identity with this quote from the late Jerry Garcia: "Success isn't about being perceived as the best ...
More articles on Brand Positioning, Creative Briefs, Marketing Inspiration
I'm Not Afraid When I Hold You
Countless reports have connected brand loyalty with status-seeking (think luxury cars), but a new study says some consumers' connections to brands stem from a far deeper source: their own insecurities. ...
More articles on Brand Loyalty, Brand Positioning, Customer Behavior
McCafé? McProfits!
Looks like the recent $100 million ad blitz for the McCafé seems to be working. The McDonald's experiment in the specialty coffee arena may now have bumped Dunkin' Donuts from ...
More articles on Advertising, Brand Awareness, Brand Positioning, Branding, Customer Behavior
Commercial Break: Get a Mac, Bean Counter
In this regular Daily Chirp feature, William Arruda shares some of his favorite television ads. And he offers up a lesson for how the ad relates to your personal brand. ...
More articles on Advertising, Brand Positioning, Creativity, Personal Branding, Television, Videos, YouTube
Summer's Coming: Make Lemonade
"The economic downturn spells bad news to most marketers," says Jack Trout in a post at the Branding blog, "but a slump also presents an opportunity to build brands." He ...
More articles on Advertising, Brand Positioning, Branding, Recession
Commercial Break: Nestle's Sweet Dreams You Can't Resist
In this regular Daily Chirp feature, William Arruda shares some of his favorite television ads. And he offers up a lesson for how the ad relates to your personal brand. ...
More articles on Advertising, Brand Positioning, Branding, Creativity, Personal Branding, Videos, YouTube
Google: New Media Meets Old Media
Google has always been considered a giant in the online world—it's even been said it rules the Internet. But one medium it hasn't ventured into is television. Until now, that ...
More articles on Advertising, Brand Awareness, Brand Positioning, Branding, Google, Marketing Strategy, New Media, Television, Web Browsers, Websites, YouTube
Selling Pork in the Age of Swine Flu
The MarketingProfs customer-service team received an interesting message recently from a pork producer in Mexico. "At this moment we are suffering the worst crisis ever in the national pork industry... ...
More articles on Brand Awareness, Brand Positioning, Branding, Challenges Q&A, Customer Relationships, Economic Crisis, Email Marketing, Public Relations
Commercial Break: The Softer Side of Sears
In this new Daily Chirp feature, personal-branding guru William Arruda digs into his vast collection of classic TV advertisements and teases out a related lesson for modern-day personal branding. First ...
More articles on Advertising, Brand Awareness, Brand Positioning, Branding, Career Management, Creativity, Personal Branding, Television, Videos, YouTube
Make Extensions Work for You
Brand extensions are a popular promotional tactic with marketers. It just feels safe to promote a new product by piggy-backing it with a proven winner. But what type of extension ...
More articles on Brand Positioning, Customer Behavior, Market Research
Cut the Mystery Man Act
Is it more effective to tell customers your brand name right away in advertising? Or is it better to create a little mystery, and reveal the brand name only at ...
More articles on Brand Positioning, Customer Behavior, Market Research
You're the Top, You're the Louvre Museum
No doubt about it: corporate images are important, and many companies work very hard to cultivate them. But how do specific corporate images (eg, an image of being innovative, trustworthy, ...
More articles on Brand Positioning, Customer Behavior, Market Research
Brand Aid
In an article at MarketingProfs.com, Mike O'Toole explains why small businesses instinctively understand the importance of developing brand equity: "It is the quality that motivates your customers to recommend their ...
More articles on Brand Positioning, Branding, Small Business
Does It Come in a, You Know, Box?
In post at the Neuromarketing blog, Roger Dooley says, "U.S. consumers have been conditioned to believe that proper wine comes in a 750ml glass bottle with a natural cork. Artificial ...
More articles on Brand Positioning, Creativity, Marketing Inspiration
What You Can Learn From Starbucks' Mistakes
Comedians used to make jokes about cities with a Starbucks on every corner. It seemed ridiculous at first, but we've gotten so used to their ubiquity that the closure of ...
More articles on Brand Positioning, Marketing Inspiration

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Brand Positioning case studies, deconstructing real life examples and illustrating lessons learned

How an Interactive Game Stimulated Product Awareness and Salesby Sony United
CASE STUDY: To differentiate itself in a crowded consumer-electronics market, Sony Electronics leveraged a bond—James Bond—with sister company Sony Pictures. A Bond-themed interactive game and sweepstakes resulted in 45,000 clickthroughs to product pages—and a 12-15% increase in sales of those products.
More case studies on Advertising, Brand Awareness, Brand Positioning, Case Studies, Collaboration, Customer Engagement, Facebook, Promotions, Referrals
How Kodak Generated Marvelous Results by Turning Users Into Superheroesby Kodak Imaging Network
CASE STUDY: Kodak knew that in all of us there's a superhero yearning to come out. It launched a viral-video campaign that reached two million customers and prospects who unleashed their inner superhero (along with howls of laughter), generating traffic to—and sales for—KodakGallery.com.
More case studies on Advertising, Brand Awareness, Brand Positioning, Case Studies, Customer Engagement, Facebook, Interactive Marketing, Targeting, Videos
How Goodwill Attracted Hip Customers via Social Networking, a Virtual Fashion Showby Goodwill of Greater Washington
Goodwill Industries receives generous donations of clothing, many in good shape and by popular brands, but is perceived as a purveyor of low-quality, outdated merchandise. With a social-media marketing campaign, the nonprofit was able to change that perception and connect with young professional women who buy vintage clothing.
More case studies on Blogging, Brand Positioning, Case Studies, MySpace, Non Profits, Social Media, Social Networking, Twitter
How a Viral Campaign Gave OfficeMax Brand Recognition, Drove Shoppersby OfficeMax, Inc.
Office supply chain OfficeMax also sells digital cameras and other products popular as holiday gifts—but its customers didn't think of it as a holiday-shopping destination. What's more, it was often confused with its chief rival. A wildly popularly web-based viral marketing campaign helped OfficeMax distinguish itself and encourage shoppers.
More case studies on Blogging, Brand Positioning, Case Studies, Customer Engagement, Interactive Marketing, Positioning, Websites, Word of Mouth
How an International Beer Co. Keeps Its Brand Distinctive and Freshby Guinness (a Diageo company)
Guinness, the top-selling stout in the world, is facing competition as the beer industry consolidates. It also needs to diversify its customer base, as about 95% of its sales volume comes from four markets. Here's how Guinness maintains its distinctive brand reputation.
More case studies on Brand Awareness, Brand Positioning, Case Studies, Customer Acquisition
How a Swiss Co. Doubled US Sales by Convincing Consumers That Its Product Is Hip and Worth a Premiumby SIGG USA
SIGG had been selling its aluminum water and fuel bottles to the US outdoor market for years at a price about twice as much as the closest competitor's. It counted on the Swiss reputation for quality to drive sales—but sales were flat. Then its newly formed US subsidiary made some surprising discoveries via market research.
More case studies on Brand Positioning, Case Studies, Sales, Sponsorship, Word of Mouth
How an Established Service Firm Harnessed 'Voice of the Customer' to Revamp Its Image and Increase Salesby Hampton, Lenzini & Renwick Inc.
A civil engineering firm with a tremendous reputation faced a major challenge: It had grown its business by repeat business and referrals, and now some of its best clients were beginning to retire. The company was losing market share. By implementing a "voice of the customer" survey and then creating marketing pieces using the words of satisfied customers, the company has given itself a more professional image. It has also increased the number of requests for proposals (RFPs) it attracts, as well as its success rate on those RFPs.
More case studies on Brand Positioning, Case Studies, Sales, Surveys, Voice of the Customer