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A glimpse into the minds of the Positioning Pioneers

  • Striking Out Cancer with a Visual Hammer

    Every cancer center has a mission, vision and core values. If you looked them all up, they are all pretty similar. It is tough...

  • Price is a valuable position: So why do companies deliberately destroy theirs?

    Headline in a recent issue of The Atlanta Journal-Constitution: Retailers to roll out low-price stores. As the newspaper pointed out, the Gap retail chain...

  • Dealing with PR Disasters

  • Laura Ries on HLN Discussing Politics

  • Does the watch on Tim Cook’s watch measure up to Steve Jobs’ standards?

    The signs are not good. What reason does Apple have for not disclosing watch sales on its latest financial returns? I can think of...

  • What put Donald Trump in First Place?

    Donald Trump kicked off his Presidential campaign by attacking Mexican immigrants. And the whole country was in an uproar. NBC fired him. Macy’s fired...

  • They might want quarter-inch holes, but they buy better quarter-inch drills.

    Marketing is frustrating because virtually all common-sense ideas are wrong. Take Theodore Levitt’s famous maxim, People don’t want to buy a quarter-inch drill. They...

  • What can a red nose do?

    What can a red nose do? It can build a brand. A red nose is the visual hammer for Red Nose Day, a campaign...

  • Why don’t you take your own advice?

    In the spring of 1972, Jack Trout and I wrote a series of articles for Advertising Age entitled “The Positioning Era Cometh.” And it...

  • HP splits into a circle and a rectangle? Oh my.

    Hewlett-Packard is trying to become more focused by dividing itself in half. But dividing isn’t so easy. It is messy legally, corporately and mentally....

  • Political Branding – 2016 Preview

    Running for President of the United States means building a brand that at least 51% of the country is willing to buy on Election...

  • How long should a slogan last?

    Back in 1999, Advertising Age selected the top 100 advertising campaigns of the 20th century. Out of the top 100, how many do you...

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