Turning a Product Improvement into Price Premium, Value-Added Feature Usually, when I send my husband to the store to buy a specific item, I am reminded of the wide selection of features available when he comes home with a “near…
Positioning
‘New Horizons’ Sells Over 41M Copies, With Promise of Healthy Gameplay Animal Crossing is a goofy video game franchise. The basic model of all of the games is that the player moves in somewhere (a town, island or city, depending…
In the Pantry of Digital Advertising, Not All Ingredients Are Equal From 2014 to now, affiliate marketing has grown from 0% to 12% of all CPG digital marketing spending. Despite its meteoric rise, this tactic doesn’t dominate the digital positioning…
A City with Two-Sided Appeal to both B2B and B2C El Segundo is a unique city, with opportunity for its positioning strategy to take advantage of several key strengths: strategically located near one of the world’s largest airports (LAX) along…
Airbnb, Hopper, Expedia, Southwest Airlines, National Geographic and Booking Lead Other Travel Brands Six travel brands are recognized for their marketing, including innovation, customer experiences, and social media. These brands have distinct approaches to positioning strategy, even though they are…
Who Wears the Cape, Brand or Customer? In these positioning strategy examples, I challenge readers to consider who the hero should be—your brand or your customer? When thinking about positioning your brand’s services and products to its target customers, it’s…
Gymshark, Ariat & Carhartt Perform Outdoors & in the Marketplace Get a new perspective from these three positioning strategy examples from leading outdoor performance brands. Each are making strong connections with their consumer base and winning in the market place. …
Learn from 3 Premium Examples: Pepperidge Farm Farmhouse, Apple MacBook Pro and Bonne Mamam The positioning template is integral to designating a brand as premium. It’s important to craft the brand strategy to align and reinforce the premium image at…
Nike, Supreme and Peloton See Success in Different Ways Here are three positioning examples of successful apparel brands that illustrate some of the possibilities and opportunities for positioning approaches. In any given category, there are many ways to position a…
Zillow, Peloton, Asana, Old Navy, Yelp & Instagram Aspire to Transformation An aspirational brand positioning framework connects with target consumers values and articulates a higher purpose. Marketing executives from nine leading brands including Peloton, Old Navy, Asana, Gatorade, Oracle, Instagram,…