Monday, October 22, 2018
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Tag: Brand positioning

Ace Hotel: be different by really doing different

The brand 100% in everything and everybody makes the difference.

Focused brands have the future

Being everything to everybody will hurt in the long run, competitors will come in and take a share of your pie.

Coca Cola should ride, not fight

Coca-Cola Company feels pressure as the overall soda drink category is in decline. At the moment Americans drink about 167 liter of soda per...

Instagram out of focus

We all know Instagram, the app to take photos with your mobile, apply beautiful filters and share them. Instagram makes pretty much any photo...

Burger Brand Battle

Context: In Finland is a burger fast food duopoly between McDonalds (American) and Hesburger (Finnish). In May Burger King announced it would re-enter the...

How iA Writer is reintroducing the word processor category

Something amazing happened last May when a company called Information Architects  released the Mac version of iA Writer, "a digital writing tool that makes...

Amazon.com, the online retailer where we used to shop

The other day when visiting Amazon.com I got a surprise: a new home page!  I guess Amazon is testing and therefore spreading the new...

Amazon.com: what happened to the promise of Earth’s Biggest?

Back in the days the promise of Amazon was "Earth's biggest bookstore". How easy to believe! Millions of books at a good price with...

What is a Volkswagen? (hint: their current portfolio is messy)

This morning I was driving behind a "Golf plus". A Golf Plus? I had never heard about this car before so I decided to...

Volvo: keep your brand focus on safety or be toast!

In every brand book or brand program  there is usually the example of Volvo, the brand that has positioned itself in the car category...