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By Dick Maggiore and Mark Vandegrift

Category
Brand Positioning

Lessons from Xerox and Brand Failures

Company failed (and failed again) when it strayed from its established core position.

Obvious Adams Positioning Strategy

Solutions, when found, will be simple and obvious — but only in retrospect.

2016 Election Competitive Positioning Strategy

The better candidate doesn’t always win. Candidates with the better competitive positioning strategy do. Voters need to feel an emotional connection. Trump vs. ClintonWe just couldn’t help ourselves.

Mind Rules for Company Messaging

Customers’ minds don’t like confusion and can be tough to change. So what’s a business to do? Focus! And find the marketing value in a brand name.

Marketing Brand Name Value

From a marketing standpoint, the most important decision you can make is what to name your product or service. The right choice brings significant brand name value.

How to Reach Brand Differentiation

Positioning is the foundation to building a stronger, more valuable and sustainable product or service.

What is Brand Positioning

Remember this rule: A brand can stand for only one idea. Readers no doubt understand when someone warns, “Don’t put the cart in front of the horse.

Budweiser Super Bowl Positioning Ad

Our pick for best positioning ad for Big Game 50 is Budweiser - America's #1 full-flavored lager, 140 years and going strong with no apologies.

Stark Community Foundation vs Budweiser Positioning

Budweiser Positioning puts sales over sentiment for this year's Super Bowl® advertising  Budweiser didn't exactly throw the puppies under the bus, but those pooches are definitely no longer on the payroll in…

HP Botched Brand Positioning

Ever since the second Republican debate, Trump has railed on rival Carly Fiorina, claiming "The Compaq computer deal," made when Fiorina was CEO of HP, "was one of the worst…

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