Thought leadership positioning (or vision leadership positioning) can be a powerful marketing tool for both start-ups and established companies. Differentiate on a New Dimension Many marketers can’t see the forest for the trees. Specifically, marketing teams often don’t see an opportunity to position their company in a thought leadership category. They are too busy focusing [...]
Read more »
Archive for February, 2007
Vision Leadership Provides the Forest for the Trees
Sunday, February 25th, 2007Full to Empty: The Jet Blue Brand
Sunday, February 25th, 2007Think of brand equity as the water level in a glass. Some brands are full, some are half-full and some are empty. Some brands have negative equity—these are the brands that have broken their brand promise to their customers. When you break the trust, you break the water glass, and you are no longer at [...]
Read more »