The building blocks of Heineken’s successful positioning
The beer brand Heineken is world-famous but was lagging behind the competition for a while. We discuss the building blocks of Heineken's successful positioning.
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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?
Positioning new Sony and Microsoft consoles too greedy?
A concrete example of the added value of a clear positioning from the battle between Microsoft, Sony, and Nintendo's latest video game consoles.
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The positioning of Centraal Beheer
Based on the latest advertisement from Centraal Beheer, we ask ourselves; how valuable is a brand with high name recognition but no clear values?
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How an unclear positioning is holding The Society Shop back
Positioning of The Society Shop compared to 2 other well-known menswear brands. Is the positioning unclear or is it just in the way?
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Distinctive positioning in 7 steps
We present 7 steps that will lead you to a positioning that truly distinguishes your brand or organization from your competition.
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The meaning and definition of positioning
In this article, we will discuss various aspects of positioning and how you can apply this within your organization.
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Expiration positioning Apple visualized in positioning matrix
Positioning Apple, the company faces a dilemma: change course or continue cashing in at the expense of the original target audience?
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Positioning James Bond, even he has to work hard at it
James Bond doesn't drink a Martini but a beer in the new film Skyfall, but what can we learn from him about the longevity of a positioning?
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Not a Penguin? The positioning of the Katnapolsky
Why the unique positioning of the Katnapolsky cat hotel makes them highly distinctive compared to the rest of the market.
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Competition matrix; the strategic view on marketing and positioning
The competition matrix allows organizations to instantly compare their own positioning and marketing against that of their competitors.
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Is LEGO’s brand and positioning strong enough to withstand parasites?
Is LEGO, through its powerful brand and associated positioning, able to counter the (future) parasites originating from China?
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Positioning IKEA: 5 Practical Lessons from IKEA’s Brand Strategy
What can other brands, marketers, and strategists learn from IKEA's positioning? We discuss 5 remarkable aspects.
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