In the CEO Afterlife

JULY 2, 2013

In the book, the renowned marketing professor said there was no such thing as a commodity, only people who think like commodities. That can mean re-designing the traditional marketing department to include an infrastructure for social media, and a chief content officer position. Suddenly, a light went on in the corner of my mind.

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Marketing Levitt Telecommunications Brand 257

In the CEO Afterlife

JANUARY 22, 2015

The strategy and the positioning for a personal brand isn’t that different from a product or service brand; your intent is to position yourself in the best way possible to achieve the desired objective. You can’t position yourself as all things to all people. To most of you the objective is to advance your career.

Brand 100

Brand Strategy How To Constraint 100

In the CEO Afterlife

AUGUST 5, 2015

It is one thing to diversify, as per their acquisitions of Keebler and Pringles , but quite another to exploit a valuable brand asset by slapping ‘K’ on products that fail to build or live up to Kellogg’s Special K’s core positioning. There are endless ways to engage without giving up on your brand’s core positioning.

Brand 100

Brand Airlines Bottom-up Marketing 100

In the CEO Afterlife

JUNE 17, 2012

I’ve read a lot of books on strategy. I was devoted to master strategies and “big play” innovations that ideally positioned a company to dominate their chosen market(s) and enjoy sustainable competitive advantage.

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Strategy Competitive Advantage Innovation Operations 229

In the CEO Afterlife

APRIL 22, 2015

In fact, c hange is one of the most proliferated subjects in blogs, books, and social media chats. Leaders ought to be wary about bringing change to vibrant cultures, the positioning of brands, and effective business models. When Should a Brand’s Positioning Change? So does core brand positioning.

Brand 100

Brand Core Competence Retail Advertising 100

In the CEO Afterlife

JUNE 6, 2011

Last week, legendary brand positioning expert Al Ries weighed in on Starbucks reported desire to move away from its powerful ‘specialist’ strategy. Here are three core strategic assets that Starbucks will ultimately sacrifice by moving from a coffee expert positioning to that of a food generalist. His success is an understatement.

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Ries Brand Hammer Marketing Strategy 122

In the CEO Afterlife

FEBRUARY 10, 2011

USA Today reports she sold 164,000 e-books in 2010. A literary agent would look more favorably at a book on the workings of the human brain from a notable brain researcher than from John Bell. Although a platform isn’t mandatory in fiction, positioning the author as a brand can have immeasurable advantages. Did you like this?

Brand 100

Brand CEO Open-book Magazine 100