Tag Archives: Xerox

Brand re-positioning: difficult if not impossible

Repositioning a brand can be all but impossible, especially for a decades old, entrenched brand that has become a verb as has Xerox. However, the company has needed to expand beyond its position in copiers for many years to achieve … Continue reading

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Brand extensions

I generally agree with Al Ries. His insights into positioning have been remarkable over the years. He is a fanatic about NOT allowing brand or line extensions. His positionĀ is they usually (always) result in poorer performance than if you created … Continue reading

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