Tag: brand positioning

Steve Jobs’ Approach to Marketing

Steve Jobs was an innovator of technology and a visionary CEO. In 1996, he helped turn around Apple’s struggling brand and transformed it into one of the most powerful companies in the world. But even from the company’s inception, Jobs had an individually strong approach to marketing that would help get his products from the assembly lines into the hands of consumers.
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Apple’s “1984″ – The Ad That Changed The World

Created by Chiat/Day and directed by Ridley Scott (Bladerunner, Alien, Thelma & Louise), Apple’s “1984” TV spot introducing the Macintosh computer,is still considered by many in the advertising and marketing industry as “probably the greatest commercial in the history of advertising” (Bob Garfield, And Now A Few Words From Me).
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Branding: Brand Positioning 411


As marketers, regardless of the type of campaign, positioning a brand is one of the most important roles of our industry.  It may have become second nature to many, but it’s good to get back to the basics and refresh on the discipline of brand positioning. In this blog, I’ll discuss and review brand positioning.
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Branding: The Power of the Name

Branding Name
The most important decision a brand can make is choosing what to name their service or product. A brand name is the most powerful weapon in branding, marketing and advertising. In the long term, a brand is nothing without a name that encompasses a story filled with emotion. Steering away from generic names and focusing on differentiating the name from competitors is key in building lasting relationships with consumers. Below I’ve listed useful tactics in building a strong brand through a name.
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