In 1990, Audi hired my Dad to help them revive the brand in the U.S. after the 60 Minute segment that nearly destroyed the brand. I remember the case well and was curious about what his exact ideas for Audi were so I dug up a copy of his report. Al’s advice: "Don't try to fight a bad perception......
Archive for tag: ries & ries
My father's theory on positioning was revolutionary, but it had a weakness. Invariably, positioning strategy was expressed verbally. You looked for a verbal hole in the mind and then you filled that hole with your brand name. The best way into the mind is not with words. It’s with visuals. They can play a more important role in marketing than words because visuals hold emotional power that words alone do not. Emotion is the glue that sticks memories and brands into the mind.
Branding expert, Laura Ries, talks about Tiger Wood's returning to the Masters Tournament and the benefit to his sponsors on the Fox Business show Varney & Co on March 17, 2010.
It's amazing how many of the world's most successful entrepreneurs quickly forget what made them famous. The latest example is Kevin Plank, CEO of Under Armour. What made Under Armour famous? It wasn't a Super Bowl ad. It wasn't a massive marketing campaign. It wasn't ego or hype. What made Under Armour famous was "performance apparel" a new category Kevin created and carefully nurtured.