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A glimpse into the minds of the Positioning Pioneers

  • 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....

  • New name but no visual hammer – YouSendIt makes a change.

    The brand with a generic name YouSendIt but a nice visual hammer (paper airplane) is now Hightail. A better brand name, but it sadly...

  • The Secret of Steve Jobs

    Steve Jobs was a rebel who didn’t go about life or work in the normal way. He dropped out of college, was a fruitarian...

  • Walmarts needs to stop being so cheap. At least when it comes to advertising.

    In a down economy with consumers pinching every penny, you would think that sales at a retailer synonymous with “cheap” would be up, not...

  • Starbucks dumps “Coffee” and I think is likely to get burned

    The Starbucks brand was built on coffee and nobody knows that better than Howard Schultz. Seeing him so blatantly and arrogantly remove it from...

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