Remembering Marketing Pioneer Kevin Clancy
November 8, 20238 min
Recently, the research and marketing community quietly lost one of its brightest, most innovative thinkers and practitioners.
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Brand Positioning - Branding Strategy Insider
By definition the brand position or brand positioning is how the brand is perceived in the context of competitive alternatives. When developing brand positioning statements include a target customer definition, brand essence, brand promise, brand archetype and brand personality, giving the intended brand position/positioning greater depth. The unique value proposition and brand promise are similar. They both focus on the one or two key points of difference between the brand in question and other brands.
The Fundamentals Of Brand Positioning
July 27, 20235 min
Brand positioning is a vital marketing strategy that aims to create a distinct place for a product or service in the minds of consumers. In 1969, Jack Trout and his partner, Al Ries, introduced the now highly valued concept of positioning in the paper “Positioning Is A Game People Play In Today’s Me-Too Market Place.” This became the genesis of their ground-breaking first book, Positioning: The Battle for Your Mind. Positioning quickly grew into one...
Brand Positioning Guide
May 10, 20234 min
Perhaps the most important brand management activity is positioning the brand properly. A key component in positioning is the brand promise. Strong brands make credible, relevant, and distinctive brand promises. Even more importantly, they fulfill these every day.
How To Position Your Brand As A Ritual
January 25, 20233 min
By definition, consumption is ritualistic and all rituals have heroes. Consumers become actors that play the role of the hero to satisfy their ego through consumption. When identifying with a brand and consuming its product, we hope it will transform us into a better, heroic person.
Brand Positioning For Usage Or Consumption
September 22, 20222 min
The context in which a brand is used can provide huge positioning opportunities for brands either by understanding the context in which a brand is already used or by associating your brand with a specific usage occasion (for example, “Take a Break, Take a KitKat”).