Brand Positioning on Emotional Benefits
Longines' "Elegance Is An Attitude" Campaign One of the strongest positioning any brand can achieve goes beyond product features or the great after-sale [...]
Differentiation Strategy: Can A Brand Be Positioned on Country of Origin?
In a famous advertising campaign dating back to (I think) 1975, Stolichnaya, the Russian vodka brand, famously stated: "Most American vodkas seem Russian". In this [...]
As the Branding World Evolves
This is a guest post by Richard Baker*. In 1956 CBS and Procter and Gamble launched a TV icon soap opera entitled As the World [...]
Differentiation Strategy: How to Gain Competitive Advantage Through Product Leadership
I am a big believer in the fact that the only way a brand becomes successful is through a smart differentiation strategy. Today I am starting [...]