November 2013 Blog Posts (3)

Brand Positioning 101: A Coke Case Study

Positioning is the DNA of a brand. It defines its personality, look, feel, and message.  Everything that touches consumers should flow from this strategic blueprint.  Companies select which consumers to market to based upon business factors, and then the brand positioning is constructed to determine what to say and how to engage with them to maximize brand preference and purchase.…

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Added by Michael B. Moore on November 22, 2013 at 9:30pm — No Comments

Everything Communicates in Branding

I had an experience over the weekend that brought into focus one of the most important laws of branding.  I frequently talk and blog, and…

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Added by Michael B. Moore on November 13, 2013 at 11:00am — No Comments

The Power of Emotion, Even in Tech Ads!

Most large consumer companies understand the profound power of leveraging emotion to maximize the impact of their advertising.  Celebrating the emotional potential of their product pulls consumers in and gives them an even more compelling reason - beyond just features and benefits - to want what you’re selling.  To be sure, a product’s ultimate impact is not just what it does, but how it makes us feel.…

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Added by Michael B. Moore on November 4, 2013 at 12:30pm — No Comments

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