Complexity: Enemy Of Brand Positioning
Over the past five years I have observed some outrageously successful brand executions.
NEW THINKING
Over the past five years I have observed some outrageously successful brand executions.
When I talk to marketing managers, their market segmentation study is usually one of the greatest sources of professional satisfaction. But my next question usually brings the conversation to a standstill.
The following purchaser motivations are usually present in B2B buying situations:
Visit any Fortune 500 company and ask the first 10 employees you meet about their brand. Not one, barring the brand manager (if you are lucky), will have a clue what values or positioning they should be delivering to customers.
The rumors began in 2007, and ran rife throughout the annual Baselworld Watch Fair in April. This month we have official confirmation: Tag Heuer is about to launch a mobile phone.