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?
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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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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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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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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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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