Positioning DSM lacks X-factor, split inevitable?
Recent repositioning of DSM fails to convince analysts; is a split therefore inevitable or is there another way out?
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70% of the purchasing process takes place without direct contact with your organization. So, how do you ensure that your company ultimately makes the shortlist?
Brand Matrix: Positioning of Brands and Organizations
Is your brand out in the open or is it the best kept secret? Learn how your brand makes a difference with the Brandability Matrix.
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Totally unremarkable, 5 classic mistakes in positioning
The do's also include the don'ts. According to the founders of positioning, these are the 5 classic mistakes that companies make over and over again, do you too?
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Positioning: 6 lessons that have been central since 1970
6 important lessons in positioning from 1970. In the book that first introduced positioning, the authors share lessons that are just as relevant today.
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Positioning and Brand Strategy Unilever: 3 Practical Lessons
Unilever changed course. We discuss 3 lessons from Unilever's positioning and brand strategy that you can immediately apply to your own organization.
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Translating Brand Strategy into Positioning in 5 Steps
Brand strategy and positioning, what is the difference actually? After this article, you will know that and how to translate a brand strategy into positioning!
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Positioning Rabobank, a neglected backyard?
Positioning Rabobank critically discussed: is the heart with global cities, or with the backyards on which the bank has built for years?
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Best practice case: powerful positioning Siemens through storytelling
Positioning Siemens is aligned with vision and strategy. This ensures consistent communication and marketing. How do you achieve this?
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7 B2B Marketing Lessons from the Positioning of Mercedes-Benz
Mercedes-Benz knows how to position itself like no other, and we discuss 7 lessons that enable you to apply this to your own B2B organization.
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Positioning Nike claims values as its own unique selling proposition
Where does Nike come from and why is the brand so successful? We discuss the positioning over the years and how it evolves.
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Does Hema’s positioning help in the sale of health insurance?
HEMA's positioning is certainly remarkable, but is it unique enough to also sell health insurance? We discuss it.
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7 points on which the B2B buyer evaluates your positioning and brand
What is a strong brand for your customers? Research by McKinsey shows: many B2B companies have no idea what customers truly value.
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