PUT A LABEL ON IT
An article in a recent Advertising Age about how Brand Coke is aiming to "re-frame" the marketplace perceptions of carbonated soft drinks in a more favorable light calls to mind the amazing power of perception--especially when it comes to brand positioning. So often we marketers miss opportunities to creatively provide our parity - performing brands with a differentiating perceptual advantage. This week we look at some examples of brands that are succeeding at this...developing a winning Perceptual Competitive Framework, a winning "label." (If you find this helpful for your brand, you may want to learn even more at our upcoming Brand Positioning & Marketing Communications College. Check out bdn-intl.com for details.)
Kindly click on the appropriate link to view this article in entirety in pdf format. Should you experience any problem opening this article, please contact Lori Vandervoort at firstname.lastname@example.org or 800-255-9831 (620-431-0780).
PutALabelOnIt.pdf (PDF File)