Marketing Resources: Brand Positioning

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Results for Brand Positioning

Managing Chaos: The Marketing Approachby John Thomson
Nowadays, the marketer's world is chaotic and cluttered. Effectively meeting a myriad of demands can seem impossible. That's why connected marketing solutions are critical to success in today's marketing landscape.
More articles on Brand Positioning, Collaboration, Email Marketing, Marketing Smarter, Marketing Strategy, Social Media
Are You 'Messaging It Great'?: Five Lessons From Malcolm Gladwell and Morton Grodzins (Who?)by Tim Riesterer
How did an author make millions writing about a stuffy academic concept someone else discovered? He messaged it great. Here are five key lessons on messaging your ideas, offerings, and strengths to appeal to customers.
More articles on Brand Positioning, Creativity, Customer Engagement, Marketing Strategy
Is Your 'About Us' Page Effective?by Kevin B. Levi
For a small B2B business, the second most important page on its website after its homepage is its "About Us" page. Learn a highly effective formula for creating content for your "About Us" page, and how to track its effectiveness.
More articles on B2B Marketing, Brand Positioning, Branding, Positioning Statements, Small Business, Value Propositions, Web Copy, Website Design, Writing
Why You Should Match a Brand's Marketing to Its Stage of Lifeby Dave Matli
Like living things, brands pass through life cycles. Marketing approaches that worked well when a company was in its growth phase may not work later in its life. Learn how the four stages of a brand's life dictate its marketing ...
More articles on Brand Awareness, Brand Equity, Brand Positioning, Branding
How to Use Customer Experience to Differentiate Your Brandby Wayne Marks
Differentiating a brand today requires expanding brand management from a traditional product, price, place, and promotion focus to a focus on customer experience as well. Here are four strategies that'll make your brand shine.
More articles on Brand Positioning, Branding, Customer Behavior, Customer Experience
Four Facets of Strategic Storytellingby Bill Baker
The corporate community has recently recognized the potency of using storytelling strategically—to position brands, transform business, and engage and align employees. Here are four distinguishing facets of strategic storytelling that'll help you better understand what it is and how it ...
More articles on Advertising, Brand Awareness, Brand Positioning, Creativity, Customer Engagement, Marketing Tips, Social Media
Shattering Five Branding Mythsby Maria Ross
When people think of branding, they often think of just a logo or business card. Or they think of the opposite extreme, such as Apple, and so assume they will never have the resources to "brand effectively." But branding on ...
More articles on Brand Equity, Brand Positioning, Branding, Logos, Marketing Tips, Value Propositions, Website Design
When Competing With Your Own Customers Is OK—Vibram FiveFingers and Eigen Valuesby Stephen Denny
Eigen values are what marketers use when we're doing our best work. Once we view everything that our brand does through the prism of eigen-value standards, it changes how we launch our websites, train our customer-service people, and hire ...
More articles on Brand Positioning, Branding, Case Studies, Collaboration, Creativity, Marketing Smarter
How to Ruin Your Brand, Your Business, and Your Career: The 13 Worst Marketing Mistakes, Part 1by M. P. Friedman
This article originally addressed the seven worst marketing mistakes. But seven wasn't nearly enough. The list grew until it reached unlucky 13. Here are the first four.
More articles on Brand Positioning, Collaboration, Marketing Strategy, Marketing Tips
Twitter 101: Seven Tips for Effective Marketingby Robert Gourley
To be an effective marketer on Twitter, you must first stop thinking like one... because marketing on Twitter requires a shift in your mindset: Twitter is all about simple conversations; you can't use press releases, marketing copy, or other one-way ...
More articles on Brand Ambassadors, Brand Positioning, Links, Marketing Strategy, Marketing Tips, Twitter
Establish Credibility and Persuade Customers via Contributed Articlesby Ford Kanzler, Bob Peterson
This is the strategy: Get company executives or yourself published in an editorial context for significantly greater marketing credibility than self-publishing another whitepaper that just sits on your website.
More articles on Brand Positioning, Marketing Strategy, Print Collateral, Public Relations, Targeting, Thought Leadership
Secure Your Prospect Base—Send in the Marinesby Kathryn Roy
You must be realistic about the size and characteristics of your target market. So what do you do when your prospects are few in number and elusive? You face the facts—and do battle where you have the best chances of ...
More articles on Brand Positioning, Lead Generation, Marketing Smarter, Targeting
Articulate to Resonate: Crafting and Communicating Messages That Matterby Eric Norman
How can you articulate your ideas, qualities, and capabilities in ways that connect to, and engage, your communities? Messaging, or communicating with a rigorous focus on a system of key ideas, is a fundamental activity of strategic brand development and ...
More articles on Brand Positioning, Branding, Content Marketing, Copywriting, Market Research, Marketing Smarter
Build Your Brand on a Solid Sense of Your Identityby Roger Sametz
Think of your brand as a mosaic where you can select and place most, but not all, of the tiles: You can control the communications you make, your offerings, and how your organization behaves. But some of the tiles in ...
More articles on Brand Positioning, Branding, Marketing Strategy, Value Propositions
The Two Laws of Branding From the Inside Outby Arie Opps
If your unique brand attributes aren't all bubbling to the surface vying to be the No. 1 attribute, then you don't have a branding problem, you have a business problem. In other words, it's your business—not the brand—that isn't offering ...
More articles on Brand Equity, Brand Positioning, Branding, Marketing Smarter
What Stonyfield, Method, and Green Mountain Roasters Know (and You Should, Too) by Ted Mininni
New vision and approaches can add significantly more value to brands over their competitors. Some brands can easily become commodities. Unless they choose otherwise.
More articles on Brand Loyalty, Brand Positioning, Marketing Tips
Five Ways to Build Trust—and Tipping Points for Choiceby Anthony Cirillo
A column by noted coach and businessman Harvey Mackay contended that trust is the most important word in business. It made the point that people buy from people, not from companies. To help build trust, start with the following five ...
More articles on Brand Positioning, Community, Marketing Tips, Non Profits, Word of Mouth
True Stories: A Cautionary Tale of Rebranding Gone Astrayby Liz Conlin
Most of the branding articles that you read are happy, glowing tales of how an agency rebranded a client and turned that client into a superstar brand with double-digit growth. Well, this is not one of those stories. We often ...
More articles on Brand Positioning, Branding, Collaboration, Marketing Tips, Naming
Irresponsible Corporate Responsibility: Doing Good Isn't Always Done Wellby 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 Marketingby 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

See all 135 marketing articles related to Brand Positioning

Top Brands on Facebook: Coca-Cola, Hyundai, MTV
With a Facebook follower base of more than 34 million fans, and growing some 2.6% each month, Coca-Cola is ranked as the top brand on Facebook among the nation's top ...
More articles on Brand Positioning, Facebook, Research Summaries
Five Steps to Clearly Defining Your Brand in a Digital World
As information disperses across a thousand channels, clearly defining your brand becomes more important than ever. Yet many B2B companies "still don’t have a clear understanding of what their brand ...
More articles on B2B Marketing, Brand Management, Brand Positioning, Digital Marketing
An Easy Way to Enhance Your Online Customer Support
The Internet has changed the very definition of brand engagement. Thankfully, online tools for customer relationship management keep evolving to meet the challenge. If you lack time to build online ...
More articles on Brand Positioning, Customer Service, Social Media
How Jimmy Choo Boosted Its Brand With CatchaChoo
From April to June, luxury shoe vendor Jimmy Choo leapt into tennis-shoe production and social media with a splash: It dreamed up CatchaChoo, a "trainer hunt" that united the real ...
More articles on Brand Positioning, Community, Creativity, Social Media
Who Are You? Who Who Who Who?
One of the toughest things about cracking the social-media nut is figuring out the right voice to use for your brand persona. To do that, you need an immediate sense ...
More articles on Brand Equity, Brand Positioning, Social Media
Most Brands Don't Make Emotional Connections
Though most marketers understand the value of connecting with consumers on an emotional level, nearly two-thirds (62%) say their brand's messaging is focused on rational and functional elements rather than ...
More articles on Brand Positioning, Research Summaries, Surveys
Facebook Users Promote Fan Page Brands
Brands that market their products using Facebook may have a distinct advantage over their competitors: 41% of Facebook users say the primary reason they join a fan page is to ...
More articles on Brand Positioning, Branding, Facebook, Research Summaries
May I Make This Annoying for You?
"I was at my bank earlier this week, making a deposit, when I saw a display for VISA gift cards," recounts Drew McLellan at his Marketing Minute blog. "I needed ...
More articles on Brand Positioning, Customer Relationships, Recession
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, Survey Data
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
Telecoms Increased Advertising in 1H09
Spending on advertising in Jan.-June 2009 fell 14.3% YOY, but the telecom category experienced solid growth (7.5%), with Sprint Nextel, AT&T, and Verizon increasing spending 55.3%, 6.3% and 3.1% ...
More articles on Advertising, Brand Positioning, Research Summaries, Television
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

See all 27 marketing Daily Posts related to Brand Positioning

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