The right time to position brands is seldom obvious. Brand consultants will eagerly advise about how to position your brand. The key to effective brand positioning is more about “when to “ rather than “how to”.
Choosing the most advantageous competitive frame of reference is a very important part of brand positioning.
I remember a particular branding workshop that I was conducting in Dubai a few years ago. Marketing managers from throughout the Middle East attended, including many from different energy companies.
Brand Marketers have a wide range of marketing conferences to choose from in 2013. The right marketing conference, workshop, or learning opportunity can help change the course of a brand. We hope you find this list of key marketing conferences helpful as you search for meaningful marketing insight.
Brands make promises and then they must keep those promises. Making the promise is easy. Keeping it is the hard part. One can make a promise with words. But it can only be kept through actions. Consider BP repositioning itself as an environmentally friendly brand with the “Beyond Petroleum” slogan and the bright yellow and green sunburst icon. BP supported this with a $200 million public relations advertising campaign designed by Ogilvy & Mather. It...
