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positioning

📈Profits: Not Long or Short! Try Both!📈

John Lewis sends out a conflicting message about its brand.  The Big Idea: To build a brand, it isn’t branding or sales. It is both.  John Lewis has a new “brand promise”: “For all of life’s moments” Promoting the promise, the company talks about finding where their marketing spend gets the best ROI.  These two ideas […]
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🛒🛍️ Waitrose: Positions Proudly

Waitrose: Proper positioning is about you, but also the competition.  The big idea: Positioning can be about you. Your position can also be about the competition. The best: a bit of both.  How do you pull this off?  Positioning in any market: Know the image you want to project.  Take a stand with your message.  Draw […]
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What is really in a frame?

When we talk about marketing, we are often talking about positioning and ownership of a phrase, word, or feeling in a person or group’s mind. The challenge for many brands when it comes to positioning is that they have taken no control over the activity and are at the mercy of the market. Positioning and […]
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Your Brand Is…

At the end of the day, your brand is really about one important thing… What the world thinks about you without you saying a word. Some of us have great brands and they speak for themselves. Others of us, are still working pretty hard at building our brands. Some of us have brands that have […]
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