Positioning and Branding
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Positioning and Branding
Exploring how products try to get into your mind
Curated by Martin Fisher
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Emirates retains position as most valuable airline brand

Emirates retains position as most valuable airline brand | Positioning and Branding | Scoop.it
Emirates has come out on top again as the world’s most valuable airline brand, according to the 2016 Brand Finance Global 500 report.
Martin Fisher's insight:
What do you think of when you hear "Emirates"... here is what they are striving for... "We have differentiated the Emirates brand not only through our marketing and sponsorships initiatives, but also through our competitive combination of quality products and services, and technology-driven customer initiatives that our teams deliver everyday both on the ground and on board."  Does that match your image of them?
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10 mistakes to avoid when naming your business

What shouldn't you do when naming your new business? Here are the most common business naming errors, blunders, and mistakes a new business owner can make. Cho…

Martin Fisher's insight:

Some simple and sound advise for choosing your companies name!

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How Packaging Influences The Way We Taste Food

How Packaging Influences The Way We Taste Food | Positioning and Branding | Scoop.it
A recent New Yorker article explores the concept of multisensory designand how taste can be altered by color, shape, or sound alone.
Martin Fisher's insight:

Remember, it is not just the name or logo you have to think about when considering the launch of a new product or the rebranding of an old one.... 

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Nutrilait’s new look

Nutrilait’s new look | Positioning and Branding | Scoop.it
The Saputo milk brand takes a simple approach to its new positioning.
Martin Fisher's insight:

Positioning a product in a large but declining market... sometimes the differentiation is in the message, the feel, rather than in the product itself.  All of their marketing effort now has to be focused on gaining top of mind recall for this positioning message and raising the awareness that there is a milk for "Real Life". 

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Brand Positioning Statement | Positioning Marketing | Positioning Strategies | On Target Research

Brand Positioning Statement | Positioning Marketing | Positioning Strategies | On Target Research | Positioning and Branding | Scoop.it
“Banner Ads Bashed” by Bruce Wiseman, President of On Target Research states how a positioning marketing ties your product or service to something that is already in a prospect’s mind.
Martin Fisher's insight:
An insightful thought about banner ads from a fellow Positioning believer! What does your product, company or even YOU stand for in the minds of your customer. Are you ``Top of Mind``, and how does your promotional money support this goal.
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Take Employer Branding to the Next Level - Talent Management magazine

Take Employer Branding to the Next Level - Talent Management magazine | Positioning and Branding | Scoop.it

The majority of the focus of my book is on Branding yourself for a job interview.... but what about the interviewing company?  Should they be branding themselves to attract the best candidates?  Bit of an obvious question there... but how do you actually go about doing your corporate branding for the labour market?  Here are some examples from Talent Management magazine, The Business of Talent Management...

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The scent for Turkish Airlines

The scent for Turkish Airlines | Positioning and Branding | Scoop.it

The positioning of a product or service should always be reflected in the name, the logo, the tagline and the product or service itself.  What about smell?  If possible, yes it should.  There are Supermarkets in the US who use this principle, and here is a story about Turkish Airlines.  For those who have read, or are reading my book "Now Pick Me" - how do you think your own personal smell would effect a job interview?   Martin.

 

"All buildings, planes and lounges of Turkish Airlines (THY) will have the same scent soon."

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Analyst: Political Advertising to Boost TV Coffers by 23%

Analyst: Political Advertising to Boost TV Coffers by 23% | Positioning and Branding | Scoop.it

 

Gotta love the "positioning" and competitor "re-positioning" that goes on during an election period... and a US presidential election means some audiences, in critical "battle-ground' states, are going to saturated with the key messages from each campaign!  How much does saturation cost?  

 

"New forecast based on spending surge in August (Analyst: Political Advertising to Boost TV Coffers by 23%:" 

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Brand New: Avis Tries Less Harder

Brand New: Avis Tries Less Harder | Positioning and Branding | Scoop.it

Avis has tried to move away from their "We Try Harder" tag line before.... will it work this time?  My money s against it... time will tell.

 

Brand New: Opinions on corporate and brand identity work. A division of UnderConsideration. (.@AvisCarRental is doing away with their 'we try harder' positioning.

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19 Viral Marketing Campaigns to Get Your Company Rocking on Top [Infographic] | All Infographics

Ensure your campaign fits with your brands positioning..... what is the single message about your company, product or service you are trying to get through to your potential customers - does your campaign "support" or "detract"?


Via Jonathan Gwillim
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We got 10 CEOs to tell us their one killer interview question for new hires

We got 10 CEOs to tell us their one killer interview question for new hires | Positioning and Branding | Scoop.it
Where do you see yourself in five years? Tell me about a time when you showed leadership. What is your biggest weakness? These are the standard questions that job candidates face during interviews. And by now, everyone also has standard answers. (“My biggest weakness? I work too hard.”) As you scale to the upper rungs of the...
Martin Fisher's insight:

These questions (and actions) are looking beyond the standard interview questions to find real insight into you, the candidate.

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Super Bowl Advertising Champions vs. Challengers: Winning Attention

When it comes to Super Bowl advertising, brands must think like challengers in order to become champions. Here are some challenger strategies.
Martin Fisher's insight:

What do you do when your "big" competition is spending the big bucks in exclusive opportunities... like Super Bowl commercials.  Here are some options that companies are using with today's technology, and also some advise on how the big brands should think to defend their large expenditures.

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Nation branding: Jamaica - Transform magazine

Nation branding: Jamaica - Transform magazine | Positioning and Branding | Scoop.it
With a brand that simultaneously presents a welcoming, cheerful facade and a darker, more sinister underbelly, Jamaica’s nation brand presents difficulties to its economy
Martin Fisher's insight:

Some advise here on what Jamaica should you consider when looking at it's positioning.  What do you think of when you think of Jamaica?   

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Top 10 Worst Spokesperson Disasters Of All Time (Aside From Jared Fogle)

Top 10 Worst Spokesperson Disasters Of All Time (Aside From Jared Fogle) | Positioning and Branding | Scoop.it
As Subway reels from what is perhaps the greatest spokesperson implosion of all time, we asked branding experts for their top picks for runners-up.
Martin Fisher's insight:

When Celeb and Brand collide!  ... and Accenture had their positioning so well supported by their choice in spokesperson!

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Epic Retail Fail: Where Did the Target + Neiman Marcus Collection Go Wrong? | TIME.com

Epic Retail Fail: Where Did the Target + Neiman Marcus Collection Go Wrong? | TIME.com | Positioning and Branding | Scoop.it
Too weird, too pretentious, too expensive, and, in the end, too out of step with what today’s arbiters of style deem cool.
Martin Fisher's insight:

Just the thought of the collabration makes you wonder how this could work.... "Cheap" Neiman Marcus goods.... just doesn't sound right.  Target will be fine, they tried it and are now selling the goods off cheaper (looks like at the prices they needed to have originally to make their customers happy), but for Neiman Marcus and the specifically named designers, this will be a black mark against the brand... even if they did avoid designer names on dress designs and use cheaper materials (oops, that's not good either to have your high quality brand associated with!).  Stay with your brand's target markets, and Neiman Marcus, if you want to enter the "low price end" of the market, pick a new brand name, get new locations and start a seperate company!  Expensive maybe, but ultimately less expensive than losing you brands image.

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Why Branding the Haqqanis Terrorists Was a Mistake - Foreign Affairs

Why Branding the Haqqanis Terrorists Was a Mistake - Foreign Affairs | Positioning and Branding | Scoop.it

My point of adding this to my "Scoop.it" theme is not whether or not I agree with what the polititions and leaders have done, or indeed whether or not Haqqanis is a terrorist group, but rather the power that lists can have on an individual or group... IF the fact the list exists, and who is on it, is promoted.  How many groups or individuals on this list could we name?  But, if asked now about the "Haqqanis" our immediate responce is likely to be "ah yes, the terrorist group".  When promoting a brand, a company or oneself, lists and awards that match your desired positioning can be very beneficial in your promotion.     Martin. 

 

"Why Branding the Haqqanis Terrorists Was a MistakeForeign AffairsWhy Branding the Haqqanis Terrorists Was a Mistake. The Downsides of Making Policy During a Campaign. By Audrey Kurth Cronin. September 11, 2012."

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Public input sought for 'branding' project - KeepMEcurrent.com

So you want to re-brand (re-position) a town (or in this case neighbouring towns?) to attract business perhaps? Here is what the twin towns of Biddeford-Saco have planned to start the process. Good primary research is laid out here - hopefully they do not get biased research due to the danger of a self-selecting audience. Hope we can follow the story and see what they come up with..... Now see if you can resist the urge to Google the towns to see where they are!

"Public input sought for 'branding' projectKeepMEcurrent.comBIDDEFORD-SACO - What makes Biddeford and Saco unique? Why do people choose to live and work here? Why should someone visit or move here?"
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Sony Mobile to push 'one-touch sharing' concept

Sony Mobile to push 'one-touch sharing' concept | Positioning and Branding | Scoop.it

Taking an attribute they believe is important to potential users and single-mindedly differentiating themselves using it.  "Positioning".

 

What did "Made of imagination" say about their products that couldn't be said about Apples products I wonder?  Did you believe they were more imaginative?

 

"Sony Mobile is to shift from its 'Made of imagination' positioning as it aims to push the near-field communication (NFC) credentials of its smartphones."

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The Spot: The Bottle Boy

The Spot: The Bottle Boy | Positioning and Branding | Scoop.it
Andes beer uses over-the-top melodrama to pitch basic innovation (Véalo está buenísimo -> The Spot: The Bottle Boy // http://t.co/clLknC5A vía @Adweek...)...
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