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Brand Positioning

Brand Positioning

Brand Positioning For Recessionary Times

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Brand Positioning Techniques For Recessions

There are whispers in the wind that the next recession is on the way. Recessions usually require brand planners to learn on the fly to keep their value proposition alive. All the assumptions of business as usual need reassessing.

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Brand Positioning

How Close Should A Brand Get To Its Competition?

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How Close Should A Brand Get To Its Competition?

Distance is an interesting concept in brand positioning terms. How closely you look to cluster with others and how determined you are to remain some distance away depends on your strategy and what you stand to gain from getting up-close.

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Brand Positioning

Creating Category Of One Brands

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Creating Category Of One Brands

To become a “category of one” brand is the holy grail of branding. What does it mean to become a “category of one” brand? It means that no other brand is even in the same category as your brand. Your brand has created a new category – one that matters to people.

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Brand Positioning

5 Lessons From Working On Nike’s Just Do It

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Nike's Just Do It Campaign Strategy

Not all brand campaigns are created equal. Some have the power to deepen relationships and broaden the access point for your brand. From 1986 – 1996 I held the position of Director of Marketing Insights & Planning for Nike, Inc. These were the years where marketing and brand planning as internal disciplines were being defined for the first time. Reflecting back there are five things I learned in helping to bring the Just Do It (JDI) campaign to life that today’s brands can learn from.

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Brand Positioning

9 Ways To Counter The Agency Positioning Dilemma

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9 Ways To Counter The Agency Positioning Dilemma

A recent conversation with a client looking for an ad agency was a reminder of just how little of its own dog food the industry eats. Her assertion that “they all look the same and say the same things” highlighted just how difficult brand differentiation is. It’s so hard in fact that even those who claim to do it for a living struggle to do it for themselves.

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