Tag Archives: volvo

WestJet and the High Cost of Ownership

[Cache #191] By Andris Pone President, Coin Branding – It is the Holy Grail of brand positioning:  for your target audience to instantly, unanimously associate you with one or perhaps two positive words. Exceedingly few brands – whether organization, product, service or personal read more

Posted in brand differentiation, brand experience, customer service, positioning | Tagged , , , , , , , , , , , , , | Leave a comment

Branding: Why bother?

[Cache - #32] Being different is the essence of branding. If you’re not different, you’re the same – so why would anyone choose you instead of your competitors? To establish and perpetuate your point(s) of difference, there are many tools read more

Posted in Uncategorized | Tagged , , , , , , , , | 1 Comment

Developing your tagline: be different

A brand position is defined as how we are different. And a tagline is defined as how we say we are different. Think of Subway. When most people think about what makes them different from their fast food competitors, they read more

Posted in positioning, taglines, what is branding? | Tagged , , , , , , , | Leave a comment

The results are in: Apple, Porter are the decade’s top brands

It’s Apple in a landslide. Thanks to those who participated in this poll, which asked: Based on positioning and consistency, which brand do you think is the best of the decade? Here are the results as of December 31: Apple read more

Posted in consistency, positioning | Tagged , , , , , , , , , , , , | Leave a comment

Top 10 Best Brands of the Decade

The essence of branding is being different. The logic is simple: if you hope to outperform competitors, you must give customers reasons to do business with you instead of someone else. And so you must clearly articulate these reasons in read more

Posted in consistency, positioning, what is branding? | Tagged , , , , , , , , , , , | Leave a comment