http://www.innismaggiore.comCopyright (C) Innis MaggioreRSS Generatorhttp://www.innismaggiore.com/positionistview/read.aspx?id=92<div>Apparently, brand positioning and resulting sales no longer matter in the automotive business. It's all about resonating.</div><div><br /></div><div>Recently, GM Chief Marketing Officer Joel Ewanick told the world that the time had come. Chevy advertising creative has not "resonated strongly" with consumers...</div><div><br /></div>18 Jan 2012 12:00:00 G1Thttp://www.innismaggiore.com/positionistview/read.aspx?id=93<div>I've noticed a trend lately toward minimalist brand communication on packaging. The most recent example is a limited edition Diet Coke? can (designed as more of a fashion statement than anything, perhaps) that utilizes just a small portion of the logo, enlarged to fill the entire face of the container. You can't actually read "Diet Coke," but everyone knows it's Diet Coke by the familiar font and color treatment we've all seen thousands of times...</div><div><br /></div>18 Jan 2012 12:00:00 G1Thttp://www.innismaggiore.com/positionistview/read.aspx?id=94<div>Wisconsin-based privately held Johnsonville Sausage is a positioning winner.?</div><div><br /></div><div>What does Johnsonville stand for? Sausage. What kind of sausage? All kinds. Breakfast, turkey, chicken, pork, beef, apple, garlic, brats, Italian, cheddar, maple, smoked, snack, and everything in between...</div><div>?</div>18 Jan 2012 12:00:00 G1Thttp://www.innismaggiore.com/positionistview/read.aspx?id=95<div>A decade ago, Interbrand ranked Kodak as the 16th most valuable brand in the world, worth $14.8 billion. Its stock traded as high as $94 and the company employed 145,300 people worldwide.?</div><div><br /></div><div>Today, the company employs about 18,000 people while its share price skidded to about 50 cents, a steep 99 percent drop, with the NYSE threatening to kick it off the exchange. Not to mention a potential Kodak bankruptcy...</div><div><br /></div>18 Jan 2012 12:00:00 G1Thttp://www.innismaggiore.com/positionistview/read.aspx?id=91<div>Raise your hand if you think Google+ is Google's first attempt at a social network. OK, put all those hands down. Ever hear of Google Wave or Google Buzz? Not many have, so don't fret if you raised your hand.</div><div><br /></div><div>Kudos for trying, but this is my opinion on why Google Plus (or is that Google Plus Sign?) will not succeed...</div><div><br /></div>09 Aug 2011 12:00:00 G8Thttp://www.innismaggiore.com/positionistview/read.aspx?id=87Of all the ways to differentiate a brand, none is better than leadership. Leadership is its own credential. People naturally believe if you hold the market leader position, your product or service is better. The benefit of becoming a category leader goes well beyond bragging rights...<div><br /></div>14 Jul 2011 12:00:00 G7Thttp://www.innismaggiore.com/positionistview/read.aspx?id=88It's finally arrived! The impact of mobile -- proclaimed since Y2K -- is now actually influencing marketing decisions. So much so that as we build web properties for our clients, a regular question arises: Do we need an app for that? ...<div><br /></div>14 Jul 2011 12:00:00 G7Thttp://www.innismaggiore.com/positionistview/read.aspx?id=89<div>In <em>2011 New Media Trends</em>, I covered the trends we're seeing with Facebook and its climb to a billion members. According to its statistics page, the social network is now at 750 million plus members. One billion should be achieved by the end of 2011.</div><div><br /></div><div>Despite this soon-arriving monumental milestone, measuring the use of social media -- social marketing ROI -- is still a sore subject for many marketing experts...</div><div><br /></div>14 Jul 2011 12:00:00 G7Thttp://www.innismaggiore.com/positionistview/read.aspx?id=86<div>The best thing you can do to strengthen your brand is to develop a brand positioning strategy that differentiates it from competitors.</div><div><br /></div><div>And one of the worst things? Create an ad campaign or advertising message that doesn't align with that position. It's a sure way to confuse your customers, cause people to question your business acumen, and lose lots of money trying to recover from lost sales or market share...</div><div><br /></div>17 May 2011 12:00:00 G5Thttp://www.innismaggiore.com/positionistview/read.aspx?id=84<div>If you are tempted to say "quality" helps differentiate your brand, think again.?</div><div><br /></div><div>Do you know how many times I've heard people say "quality" is one of the distinguishing features of their company's product or service? Fact is, I really can't give you a number tallying the total. For 25 years, I've been listening to companies tick off the reasons customers should buy from them. Over the span of hundreds of get-to-know-you meetings and down-the-road strategy sessions, it is safe to say that "quality" topped more than 90 percent of the lists of brag points...</div><div><br /></div>16 May 2011 12:00:00 G5T