Archive for February, 2007
Great Positioning
So what is great positioning, anyway? The strongest positioning is built on reduction. People unconsciously place brands in categories. Those brands that rise to the top are known for simple—even simplistic—ideas. In fact, the top brands in most categories can usually be summed up in a word or a short phrase:
• FedEx revolutionized the package [...]
Filed under: Branding, Elements of a Successful Brand, Marketing, Pivot, Positioning, Professional Services | Leave a Comment
4 Keys to a Powerful Position
1. Find your niche. Are your competitors generalists or specialists? Do they stand out in any way? What opportunities exist for your company to create contrast and specialize? What does your company do better than anyone else?
2. Talk to as many customers and prospects as possible to find out if your business focus [...]
Filed under: Branding, Marketing, Messaging, Positioning, Professional Services, Tagline | Leave a Comment
Every successful brand stands for something fundamental—an underlying bedrock idea or principle that at every turn supports a company or product. This foundational platform is called positioning, and without it a brand can have no traction.
Successful positioning rejects conformity. At its best, positioning elevates a brand above the fray so that people can’t help but [...]
Filed under: Branding, Elements of a Successful Brand, Marketing, Messaging, Pivot, Positioning, Professional Services, Uncategorized | Leave a Comment
New research presented at the Radiological Society of North America’s annual conference suggests that top brands evoke strong neurological responses in our brains compared to weaker brands.
In a study of 20 men and women conducted in Germany, subjects were placed in an MRI machine configured with a video screen. They were shown logos of competing [...]
Filed under: Branding, Marketing, Messaging, Pivot, Professional Services | Leave a Comment
Why Simplicity Matters
We live in a world of plenty, so rich in products, features, and options that it makes our heads spin. Everywhere you turn lurks another agonizing choice or decision, another new device or software application to figure out (if only barely), another email or magazine to read.
In a complex world, brands help us cut through [...]
Filed under: Branding, Marketing, Messaging, Pivot, Professional Services | Leave a Comment
