As FedEx and UPS expand their services in China, one leading linguist argues that they could have profited more from the positive sounds of their names transliterated into Chinese.
The language of marketing has been borrowed from the military. We talk about defensive marketing, offensive marketing, and guerrilla marketing. Often overlooked, however, is flanking, one of the most powerful military strategies.
A brand is the tip of an iceberg. How big and how deep the iceberg is will determine how powerful the brand is.
My ex-partner Al Ries and I rarely disagree, but we do part company on his Branding Strategy Insider blog post titled “GM Appointment Shows No Respect For Marketing“. In my estimation this move supports what Dave Packard of Hewlett-Packard once said: “Marketing is too important to be left to the marketing people.”
A brand’s position is the set of perceptions, impressions, ideas and feelings that consumers have for the product compared with competing products. Marketers plan positions that give their products the greatest advantage in selected target markets, and they design marketing mixes to create these planned positions.
