Brand Positioning: The Blueprint For Marketing Strategy

Richard Villante

Amidst all the noise and hype of the year 2000, this author contends that the sustaining factor for dot.com brand success will be brand positioning.

Brand Positioning: The Blueprint for Marketing Strategy

Creating a strong foundation for successful and cost-effective marketing

Richard Villante NetMediaVC

When the excitement of the Internet economy reached a peak early this year, many ambitious new companies learned a hard lesson about the cost effectiveness of a major media campaign. It is not enough to put your name in bright lights on every television channel. There are dozens of great ideas and products that seem remarkably alike to the uninitiated. The public sees and the public forgets.

Based on 25 years in advertising, branding, and media, I believe that Internet...

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