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Entries from May 2011

Brand vs Bland

May 20th, 2011 · 4 Comments

Branding can be game-changing for a corporation. Several years ago I bashed UPS for their “What Can Brown Do for You?” campaign. I thought it was vacuous and certainly did not position UPS in the field of FedEx and DHL. What’s more, just like the color, the slogan and the idea behind it were bland. […]

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Tags: Branding · Positioning

What is branding? Apparently, anything you want it to be.

May 13th, 2011 · 1 Comment

That’s what I conclude as I peruse the discussion, “In one sentence, what is branding?” started 14-months ago in the Branding Professionals group of Linked-In. People have been adding to it ever since. It will not die. So far, 333 comments have been added. Not all offer a definition. Some just scoff at the idea […]

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Tags: Branding

Positioning research – a two-part process

May 6th, 2011 · 1 Comment

It’s unrealistic to plan your positioning strategy in a vacuum. Remember, you’re positioning against competitors who also have positioned their offerings – with the help of their customers and prospects. The idea is to find an unfilled position that is relevant and compelling to your target market. Those people actually position you – but you […]

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Tags: Market Research · Positioning