Tag Archives: re-positioning

Headlines Can Communicate or Miscommunicate

The headline in this ad is very clear: Some consulting firms just write reports; others deliver value. However, it is unclear which this firm is, and based on the existing impression of many, PWC may be in the former group … Continue reading

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And then it was over

Back in February I posted about the challenge of re-positioning JC Penny. I was concerned about Ron Johnson’s ability to stay the course. Turns out the challenge was too much for the Board: Mr. Johnson resigned today. The best summary … Continue reading

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Rebranding works … when it does

Rebranding¬†is a tricky proposition. Too many companies call a brand extension a rebranding, which rarely works because the brand owner wants to keep the old position while staking out a new one too. As Ries and Trout taught us MANY … Continue reading

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