I hadn't seen that quote before. It's a good one to keep in mind while developing brand positioning. If a new positioning doesn't translate into action it will be just words.
Thursday, October 25, 2007
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Branding stories, ideas, thoughts and observations
About Me
- Martin Bishop
- San Francisco, California, United States
- I'm a brand strategist at Landor Associates specializing in brand architecture and portfolio strategy. Twitter: @martinjbishop
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Articles
Think About Developing A Social Media Plan (December 2011) Marketing Daily
5 Tips For Stepping Into Social Media (November 2011) Marketing Daily
Reese's Perfect for Rieses: Less is More (October 2o11) Marketing Daily
Putting social media to work for packaged-goods brands (September 2011) Landor.com (Writer's cut of the Hub Magazine article (i.e. longer!))
For Love & Money: Putting social media to work for packaged-goods brands (September 2011) The Hub Magazine
Increase your odds of M&A success with brand architecture (December 2010) Landor.com
Finding Your Nemo: How to Survive the dangerous Water of Ingredient Branding (March 2010) ChiefExecutive.net
Marketing is dead; long live marketing: Attracting consumers in the post-mass marketing era (January 2009) Landor.com
Landor's 2009 Trends: M&A (December 2008) Landor.com
Join 'em, fight 'em, or move away from 'em: Three approaches to beating low-price competitors at their own game (July 2008) Landor.com
동참, 투쟁 또는 이전 (July 2008) Landor.com
Brand Sliders: A tool to systematically evaluate brand architecture questions (December 2007) The Hub
5 Tips For Stepping Into Social Media (November 2011) Marketing Daily
Reese's Perfect for Rieses: Less is More (October 2o11) Marketing Daily
Putting social media to work for packaged-goods brands (September 2011) Landor.com (Writer's cut of the Hub Magazine article (i.e. longer!))
For Love & Money: Putting social media to work for packaged-goods brands (September 2011) The Hub Magazine
Increase your odds of M&A success with brand architecture (December 2010) Landor.com
Finding Your Nemo: How to Survive the dangerous Water of Ingredient Branding (March 2010) ChiefExecutive.net
Marketing is dead; long live marketing: Attracting consumers in the post-mass marketing era (January 2009) Landor.com
Landor's 2009 Trends: M&A (December 2008) Landor.com
Join 'em, fight 'em, or move away from 'em: Three approaches to beating low-price competitors at their own game (July 2008) Landor.com
동참, 투쟁 또는 이전 (July 2008) Landor.com
Brand Sliders: A tool to systematically evaluate brand architecture questions (December 2007) The Hub
In the News
O, No! Overstock Backs Off O.co Name Change: AdvertisingAge
Overstock u-turns on its decision to go to o.co. What's with all these changes of direction these days?
Quaker Oats thirsts for yogurt as oatmeal sales slip: Crain's Chicago Business
Does Quaker's plan to enter the yogurt market in a partnership with a German dairy company make sense?
Qwikster Branding Brouhaha: Blame the Name Game: The Fiscal Times
What do we think about the new name for the DVD part of the Netflix business? Just plain bad or deliberately bad?
RadioShack would like you to call it 'The Shack': USA Today
There's a contrived familiarity about the new campaign that's not helpful. Do we really want to be this friendly with The Shack?
RadioShack Plans Reinvention: BusinessWeek
A good idea or not that Radio Shack is going to refer to itself as "The Shack" in a new marketing campaign?
SunChips Keeps Building Green Momentum: MarketingDaily
SunChips is walking the walk when it comes to eco iniatives. Chips made by the sun in fully compostable bags.
Enough with the Value Message Already: Brandweek
What are the alternatives to cutting prices to deal with the recession? Many marketers think "value" is the answer but that tactic is now over played.
Amway: Shining Up a Tarnished Name: BusinessWeek
After 10 years of being Quixtar, Amway is bringing back its old name. Good idea?
Food's next billion-dollar brand? CNNMoney.com/Fortune
Will Smart Balance be the one? Includes my "quip:" "They don't want to spread their promise too thin."
Overstock u-turns on its decision to go to o.co. What's with all these changes of direction these days?
Quaker Oats thirsts for yogurt as oatmeal sales slip: Crain's Chicago Business
Does Quaker's plan to enter the yogurt market in a partnership with a German dairy company make sense?
Qwikster Branding Brouhaha: Blame the Name Game: The Fiscal Times
What do we think about the new name for the DVD part of the Netflix business? Just plain bad or deliberately bad?
RadioShack would like you to call it 'The Shack': USA Today
There's a contrived familiarity about the new campaign that's not helpful. Do we really want to be this friendly with The Shack?
RadioShack Plans Reinvention: BusinessWeek
A good idea or not that Radio Shack is going to refer to itself as "The Shack" in a new marketing campaign?
SunChips Keeps Building Green Momentum: MarketingDaily
SunChips is walking the walk when it comes to eco iniatives. Chips made by the sun in fully compostable bags.
Enough with the Value Message Already: Brandweek
What are the alternatives to cutting prices to deal with the recession? Many marketers think "value" is the answer but that tactic is now over played.
Amway: Shining Up a Tarnished Name: BusinessWeek
After 10 years of being Quixtar, Amway is bringing back its old name. Good idea?
Food's next billion-dollar brand? CNNMoney.com/Fortune
Will Smart Balance be the one? Includes my "quip:" "They don't want to spread their promise too thin."
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