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Brand positioning

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ORLANDO, FL: Clorox, the cleaning brand, successfully managed to overcome a case of “short-termitis” by taking a more human-centric, and purpose-driven, approach to marketing.

Article

Clorox, the cleaning brand, found marketing success by combining a focus on data with tangible human insights.

News

CANNES: The Paramount Network, a cable and satellite channel set to be officially launched by Viacom next year, believes it has some in-built advantages in terms of both brand recognition and programming as it seeks to build an audience.

Article

This event report outlines how the Paramount Network, a cable and satellite channel owned by Viacom, is seeking to build its brand.

News

CHICAGO: Grant Thornton, the audit, tax and advisory firm, is emphasising its challenger brand credentials compared with the industry’s “Big Four” via an ad campaign that argues it can help move clients beyond the status quo.

Article

This event report addresses how Grant Thornton, the audit, tax and advisory firm, is using advertising to challenge the “Big Four” in this industry.

News

CHICAGO: Xerox, the business solutions and technology company, is using its marketing efforts to demonstrate how it can "set the page free" by helping enterprises progress across the physical and digital worlds.

Article

This event report details how Xerox, the technology group, is seeking to transform its brand and wider business.

News

HARIDWAR: Patanjali, the disruptive FMCG brand, is branching out in a new direction as its founder has announced he is entering the private security business.

Article

This event report looks at how Danone, the dairy products company, departed from the category norm with its communications around the launch of a new yogurt brand in the UK.

Article

This article examines the spectacular growth of the parkrun start-up and the lessons brands can learn from its success.

News

SYDNEY: Holden’s decision to sponsor this year’s Mardi Gras, Sydney’s annual LGBT pride parade and festival, signalled a dramatic shift in image for the iconic Australian car brand but one that is beginning to pay off according to ...

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

Article

This event report looks at how drinks brand Guinness reacted to a changed marketing environment, developing its global brand purpose and successfully tweaking creative when necessary.

Article

This article provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

Article

This case study shows how Britvic, a soft drinks bottler, devised a new internal strategy to consolidate marketing and creative guidelines to be applied across its global businesses.

News

GLOBAL: Traditional brand positioning, which assumes a static view of consumer perceptions, is a "flawed construct" and brands should recognise instead that today's business environment requires an understanding of the concept of motion.

Article

This event report analyses the process of building a successful brand, from the point of view of three established brands: Just Eat, Disney and Philips.

Article

This report explores how Intel, the technology company, implemented a new campaign to help reinvent its brand.

Opinion

Elasticity is the yin and yang that can unlock the potential of a brand. On the one hand, the more price inelastic your brand is, the greater the price premium you can charge.

Article

The article explores the new marketing direction of UK grocery retailer Sainsbury's including customer experience improvements and agency changes.

Article

This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.

Article

In this article, Malcolm White uses an ornithological metaphor to explain how important brand-building can be - in spite of not being very keen on birds.

Article

This article examines what marketers can learn from the principles of elasticity that govern much of a brand's potential - a less elastic brand can usually charge greater price premiums, making it a goal for marketers, but elasticity also helps brands drive line extensions.

Opinion

Over a century ago, William James argued that the self includes many things outside of one's self, including social relationships and material things.  More recently, cognitive science has shown that we do indeed subsume the personality and values of the people we feel close to.  The result is self-other overlap, whereby the mental representations of our own identity begin to merge with our perceptions of someone else.