A Positioning Strategy Founded on Health: Health Kups According to company history, the paper cups now known as Dixie initially were sold under the name The Health Kup. The original positioning was, “Paper cups untouched by human hands” to stop…
Positioning
With or Without a Positioning Strategy, Customers and Prospects Form Brand Impressions from Personal Experience How is your brand viewed by customers and prospects? And how do these perceptions fit into your positioning strategy? Assuming they are aware of the…
In-Home Breakfast Growing While Off-Premise Declines In-home breakfasts are growing, driven by changes in consumer behavior in 2020. Meanwhile, fast food chains have reported severe decreases in breakfast visitors. With growth in in-home breakfast, many breakfast brands sold in grocery…
Positioning Strategy Development Process We’ve developed positioning strategies for a wide variety of B2B and B2C brands, typically in instances where the initial approach was not successful. One B2B assignment required bridging multiple B2B decision makers and multiple IT service…
How Norwegian Cruise Line Created a New, Award-Winning Stateroom Category Targeting a Valuable Niche In exploring several successful new businesses from Nielsen’s Breakthrough Innovation Report, one best practice theme that emerges is redefining a category or inventing an entirely new category,…
While beauty brands may find it hard to reach women whose priorities shift after having children, Suave was able to reposition itself from being a value brand to a quality beauty brand that moms choose by forging a highly-relevant emotional…