On Monday, I watched Charlie Sheen being interviewed by Piers Morgan on CNN. He is an archetypal Hollywood bad boy in a career crisis. From a branding perspective, brand awareness of Charlie Sheen is growing and at the same time his brand reputation is crashing. Charlie Sheen’s interview was fantastic entertainment. …
Critical Branding Conversation: Your Competition
By Pete Kloppenburg We’ve already had a look at one of the most important brand conversations you can have in your company, which is who is our audience? Now let’s look at another key conversation – your competition. As with audience, this conversation can uncover some pretty important differences of …
Brand Positioning Fundamentals – Point of Difference
Marketing amateurs believe that positioning is just about what makes a brand different. As we’ve explained in previous posts, it is far more. To recap, positioning done right, includes: 1. Your target customer 2. Their need 3. Their frame of reference 4. Your point of difference(s) 5. Your reason(s) to believe …