Tag Archives: brand repositioning

Why Brand Awareness Is A Misleading Metric

This example is political, but it’s not about politics. Many mainstream political experts¬† dismissed Donald Trump early on because he had a 99% awareness rating and a very high unfavorable rating in the polls. For example, back in May of … Continue reading

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Do They Have The Stomach For This? JC Penney Didn’t

Apparently Jos A. Bank, the men’s clothier, is trying to re-position itself and is having the same predictable results JC Penney had when trying to do the same thing. Jos A Bank is famous for its buy 1 get a … Continue reading

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Wouldn’t It Be Easier To Just Change The Name?

Apparently diets are dead and mentioning them in the food industry is forbidden. At least according to an article in Advertising Age. As a result of this fact, Lean Cuisine has struggled. Or perhaps the product is not very good. … Continue reading

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If You Lower The Bar It’s Easier to Look Good

I haven’t posted about J.C. Penney in several months, but their CEO has declared that they’re back, so I thought it might be time to chime in. I’ve had lots to say about J.C. Penney since their Board sought to … Continue reading

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Brand Repositioning to the Original Position

A1 Sauce, to most people alive today, is a steak sauce. This is due to the fact that since the early 1960s that is what their brand position has been. This year, they are repositioning the brand as a sauce … Continue reading

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If You Can’t Fix It, Feature It

A while back, Roy Fields, a Corporate Vice President for Teledyne, said those words to me. Over the years, I have decided it was one of the great pieces of advice and “lines” I have ever received. Turns our Buick … Continue reading

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Do Tag Lines Really Matter?

Whenever a company replaces their CMO or otherwise needs a new “something,” they often change their tag line. Problem is, not much else changes, just the tag line. Makes the company feel better, but often it is just rearranging the … Continue reading

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