Positioning
In case you missed it, here's a map of the route we took to the summit. Day 1 Welcome to Brand Positioning WeekWhere will brand positioning take me and why does it matter? Day 2 Finding your competitive frame of reference Day 3 Points of difference: how does
Positioning
One of our branding heroes is Dr. Kevin Keller, author of Strategic Brand Management (the classic textbook on building brands) and professor of marketing at the Tuck School of Business at Dartmouth. His work inspired many of the brand positioning strategies we use every day to help our clients build
Positioning
Where Does your Brand Compete? It seems like a simple question, and it can be. If you run a furniture store, you probably compete with other furniture stores. If you run a tattoo parlor, you are up against other tattoo parlors vying to attract the same customers as you. Great
Brand Community
The battle over Amendment One in North Carolina began a bit slowly in the fall of 2011. After a difficult legislative session, which included the amendment being placed on the ballot by a single vote, the amendment’s opponents were dispirited and disheartened. In fact, some independent observers believed that
Uncategorized
One of my favorite branding rules is a very simple one that I've written and talked about a lot over the years: Call a duck a duck. What does that mean? If your brand actually represents something very simple and clear, yet you: a) overcomplicate or confuse a
Strategy
Almost every time I’ve turned on the television in the past week, I've seen an ad for Google Chrome. What started earlier this year as a sprinkling of ads here in the United States has become a torrential downpour.For me, Google has long been one of
Strategy
My publisher recently filmed a series of short video interviews where I discuss my new book The Ad-Free Brand. This is the third in a series of tips from the book, entitled "The Community is More Than Just Customers."
Strategy
My publisher recently created a series of short video segments where I discuss The Ad-Free Brand. They were filmed in our New Kind office with a laptop internal video camera and Skype connection, so keep your expectations low (and certainly don't confuse these videos with the kind of