Brand positioning for authenticity: Focus on mission or competition?

Positioning is a market facing concept while authenticity is about looking inward at the organization.Originally introduced by Jack Trout and Al Reis in 1973, positioning suggests that you must be clear about what your brand is to the customer compared to the competition.

Fiat needs re-positioning after Pope’s endorsement

We had celebrated the election of Pope Francis in an earlier post and it is a joy to see the”kindness” impact he has been having in the world for not just Catholics, but all people. The Papal visit to the US created¬† an amazing buzz ¬†and his using a Fiat is a big celebrity endorsementContinue reading “Fiat needs re-positioning after Pope’s endorsement”