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Re-positioning requires more than words alone

By on June 9, 2008 in branding, positioning

Few brands ever truly reach the Holy Grail of marketing: Positioning so universal that the brand literally owns a word or phrase in the mind of the consumer. What pops into your mind when I say Starbucks. . . Volvo . . . Geek Squad? That word or phrase represents that brand’s positioning to the [...]

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Brand Tags reveals what people really think about brands

By on May 16, 2008 in branding, positioning

When speaking, I often do free association with brands, asking the audience to shout out any word or phrase that comes to mind when I name a brand. While most brands own a few words, in my experience, only one brand has delivered consistently: Volvo. When I say it, the words “safety” or “safe” are [...]

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I’ll take “responsibility” for $14

By on May 6, 2008 in branding, fun, positioning, simplicity, viral marketing, word of mouth

Ask a room full of people to shout out the single word that comes to mind when you say “Volvo,” 90% will say “safety.” Owning a meaningful word or phrase in the mind of the consumer is the holy grail of marketing, I’d say. To own a word is expensive and time consuming, isn’t it? [...]

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