4 Dangers of Producing Exclusive Brands

4 Dangers of Producing Exclusive Brands

SHORT-SIGHTED SUCCESS

Whether you call them control brands, own brands, or exclusive brands, supermarkets and box stores love to have products labeled with their own brands. And, they have some good reasons: they like cutting out the middleman, thus making more profit; they are also...
Brand Proliferation Can Hurt Sales

Brand Proliferation Can Hurt Sales

BRAND WIDTH = BANDWIDTH

Having spent decades in the sales profession and as successful brand builders, we can tell you that there is a limit to the number of product offerings your company can sell. There is a tendency by production divisions to measure their success by how many different...
Brand Position Starts with the Category

Brand Position Starts with the Category

EVERY CATEGORY CONTAINS MANY BRAND POSITIONS

Brand position in its most general sense comes down to the simple questions: “What category are you in?” and, “How are you located and ranked in that category?” A category is the type of goods or services that the brand represents. Is it legal services or is it a...
Good Product Positioning Examples Abound

Good Product Positioning Examples Abound

VW, VIRGIN, WALMART, MICHELIN—JUST FOR STARTERS

Product positioning examples are all around you. Product positioning messages reach you every time you shop, drive, work, listen to the radio, or read a newspaper. Here are just a few examples of products that have done a good job of positioning themselves: 1....
Marketing Channels Do Two Things Well

Marketing Channels Do Two Things Well

MARKETING CHANNELS GET YOUR PRODUCT TO MARKET AND YOUR MESSAGE TO YOUR CUSTOMER

Marketing channels are the means of getting your product to market while also effectively communicating good reasons to buy it at every level of distribution. Marketing channels are often confused with advertising channels. Although advertising is required in one form...