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A glimpse into the minds of the Positioning Pioneers

  • Should strategy dictate tactics? Or tactics dictate strategy?

    Silly questions. It’s obvious that strategy (the big picture) should dictate tactics (the small details.) Big companies, in particular, believe in strategy first, tactics...

  • iPhone was first, but so was Motorola.

    Motorola invented the category of cellphones. Nokia brought cellphones to the masses. BlackBerry invented the keyboard phone for email. Samsung brought better designs. iPhone...

  • Netflix Strategy is Right and Wrong

    Netflix owns movies-by-mail. They might make a lot of money today, but are not the future. Netflix has wisely bet on streaming as its...

  • Google Today, Gone Tomorrow?

    What’s a Google? It’s a search engine. Want to find something online, you Google it. After domination of a category like search, the question...

  • Social Media is a Tactic not a Strategy

    It’s the headline of our times “Brand X Moves to Social Media.” It’s the hottest trend in marketing with executives from the corner offices...

  • Redesigning a Brand

    So you want to start a business? You’ve got an idea, you see an opportunity in marketplace and you plan to work hard in...

  • 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...

  • Coupons, Groupon and Cocaine

    These days marketers are going in exactly the wrong direction. The recession has caused a lots of companies to panic. And when companies panic,...

  • High Fructose Corn Syrup, not so sweet.

    Would a sugar taste as sweet by another name? I say absolutely. Even sweeter. High fructose corn syrup has become public enemy number one...

  • Non-Profit Marketing: Lessons from Kate’s Club

    Too many non-profit leaders think it is either shallow or useless to spend either time or money on branding. Nothing could be further from...

  • Under Armour: Too Big for its Shirt?

    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...

  • How Crocs Crashed

    Success is sometimes your own worst enemy. Just ask the management and stockholders at Crocs. A hot brand can burns bright too fast and...

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