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Tagged with: Differentiation
FedEx founder Fred Smith wrote an economics paper while at Yale.
One of the primary principles of positioning is that minds don't change, at least not easily.
Imagine you have a great idea for a new product or service. The business plan is written and the profit potential looks promising.
This Father's Day, Dove® wants to sell more product. So, it has jumped gender and journeyed into product line extension land.
It's 2012 so surely we've moved past the humdrum of basic search.
Innis Maggiore attended three weeks of Facebook Bootcamp this past fall in search of the best social media positioning tips. Most of our associates attended the six-webinar series.
Today we send out a hearty "thank you" to all of our positioning friends who read and responded to Lorraine Kessler's excellent analysis of the best (and worst) Super Bowl…
Before getting to the winners and losers among the 2012 Super Bowl ads, allow me to digress. Borrowing from ancient practical wisdom, two is better than one, three is better than two. Consider a cable. A cable is a stranded cord. No argument that two cords wound together are stronger than one. Three cords wound together are stronger and therefore better than two. Stretching the analogy, an advertisement that is entertaining can be good. An advertisement that is likeable is better. But, an advertisement that is entertaining, likeable and effective is best of all. Three cords are better than one...
A decade ago, Interbrand ranked Kodak as the 16th most valuable brand in the world, worth $14. 8 billion.
I've noticed a trend lately toward minimalist brand communication on packaging.