Executive Summary: This article explores the positioning strategy example of Poppi, a better-for-you soda, and argues that the soda succeeds in part because it positions itself as both new and old. Poppi’s positioning is contrasted with that of both traditional…
Positioning
Executive Summary: Leading outdoor apparel and equipment brands demonstrate how different positioning strategy template approaches address different customer behavioral and psychographic segments in a total market that is estimated at over $60 billion. The brand positioning case examples illustrate how…
Executive Summary: This article argues that the LLM Perplexity has captured market share by adopting “thick” positioning as a purpose-built, retrieval-first, research tool, in contrast to the “thin” general assistant LLM positioning strategy that defines most AI products. LLMS Are…
Executive Summary: This article argues that Helldivers 2, a live service video game, suffers from a costly but common challenge: ambiguous positioning strategy marketing that fails to define the game’s unique vision. Reliance on “thin” marketing terms like “fun” and…
Executive Summary: In America, 73% of the population will spend a record $13.1 billion celebrating Halloween in 2025. Creative positioning strategy marketing boosts costume sales. Spending on pet costumes grows 23%, while Netflix properties KPop Demon Hunters and Wednesday inspire…
Executive Summary: We will review the positioning strategy examples from 11 leading brands that are spotlighted by seven industry sources. In total, these reviewers nominated 109 brands, and the brands identified here are the ones that were most consistently recognized. …
Executive Summary: This article argues that Helldivers 2 suffered from a costly but common challenge: ambiguous marketing that fails to highlight the product’s unique strengths. Helldivers 2’s positioning focuses on generic “antes” — cooperative shooter gameplay — not the game’s…
Executive Summary If you are thinking about updating your brand positioning strategy, there are some important questions to consider. One fundamental question is whether to hire a positioning strategy consulting firm, fractional CMO or do it yourself? We typically recommend…
Would AI-Generated Music Make Woody Guthrie Turn Over in His Grave? Folk music doesn’t seem like a likely candidate for a positioning strategy marketing analysis. Isn’t its main “position” anti-establishment? Au contraire. Music is also a business, as any musician…
Summertime Consumers Share Why They Love Local With summer in full swing, my thoughts go to my favorite summertime food – local corn on the cob. I’m not alone. “Local” as positioning strategy marketing evokes specific thoughts and feelings in…