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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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?
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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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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