Repositioning brands to steal share

Repositioning brands to steal share

Repositioning brands When repositioning brands makes sense Mergers and acquisitions demands repositioning brands to steal market share But, there are many other reasons brand directors and marketing executives consider repositioning brands. Certainly, acquiring...
Brand relaunching. Reposition for relevance

Brand relaunching. Reposition for relevance

Brand Relaunching Considerations Brand relaunching. How to win. Brand relaunching is an important part in repositioning a brand. And everyone knows that it is necessary to reposition a brand when its meaning has lost some of its relevance and luster. Markets decide...
NFL Issues: What’s the future look like?

NFL Issues: What’s the future look like?

A look at the current state of the NFL NFL Issues: What’s the future look like? All sports leagues should have these problems. While the NFL issues range from protests to falling ratings to concerns over concussions, the league still remains the most popular sports...
Branding Positioning: Inside sandwich chains

Branding Positioning: Inside sandwich chains

Brand Positioning: Inside the sandwich chain brands Branding Positioning Think of branding positioning this way. In real estate, the most valuable property is often the one with the greatest distance away from its neighbors. The properties close together, with the...
Brand repositioning. Repositioning brands.

Brand repositioning. Repositioning brands.

Repositioning your brand.  Your brand repositioning is different from rebranding Brand Repositioning Brand repositioning and rebranding share many strategic considerations. And one can dramatically turn INTO the other. But brand repositioning leaves many existing...
Retail Market Study. Redefining the category

Retail Market Study. Redefining the category

RETAIL MARKET STUDY Retail Market Brand Study. A Failing Market. “The retail market is in the throes of monumental change. Those who change will survive. Those holding onto outdated business models will die.” Retail market study. An in-depth look at retail...
Insurance Rebranding. They sure need it.

Insurance Rebranding. They sure need it.

MARKET STUDY: INSURANCE REBRANDING The insurance market. “Insurance companies— get away from the gecko and Flo, and move into something real.” Insurance rebranding. An Insurance Market Study. Our experience with insurance rebranding began when...
Breakfast cereal and the breakfast food market

Breakfast cereal and the breakfast food market

BREAKFAST CEREAL MARKET STUDY A market study on the breakfast cereal category An in-depth market study on the breakfast cereal category A brief history of breakfast cereal Breakfast cereal, especially those loaded with sugar, are losing market share to a whole host of...
What went wrong with 7 Up? Everything.

What went wrong with 7 Up? Everything.

What happened to 7 Up? What went wrong with 7 Up? Everything. The 7 Up brand has all but disappeared The primary directive behind building any brand is that you must be single-minded. You can’t be everything to everybody. You must put a stake in the ground and, with...
Corporate Identity and an ugly misguided logo

Corporate Identity and an ugly misguided logo

Ugly logos mean an ugly brand. Who needs that? Corporate identity must agree with your brand Corporate identity and your logo Your corporate identity is all about your company and services. It creates space between your company and the competitors. When properly...
Recession. Navigating Downturns and Winning

Recession. Navigating Downturns and Winning

Navigating Economic Downturns Recession. Navigating Downturns and Winning Remaining Calm Around The Recession The “R” Word Recession? One cannot turn on the business news, visit a web portal, or read a newspaper or magazine. Not without being reminded that...
B2B Rebranding. Business’s Greatest Asset.

B2B Rebranding. Business’s Greatest Asset.

Rebranding in B2B B2B Rebranding. Business’s Greatest Asset. B2B rebranding seems like a luxury to many. Because, so much of the business-to-business success is from direct sales. (See a Glen Guard B2B case study here). As a result, B2B marketing is often...