Author Archives: Karen Kang
Top 10 Benefits of Positioning and Branding
Positioning and branding one’s company is something that many companies don’t bother to do. It takes some time up front to develop a strategy and a plan, and too often companies want to get going with implementation. Positioning involves targeting …
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What Works in Positioning Professional Services?
Over the years, I have worked with a number of professional services clients—from systems integration companies to management consulting firms. The question that these clients always have is: how do you position a service? The underlying assumption is that a …
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Can One Position Fit All?
All companies have multiple audiences. Each audience may have a different value proposition from the company. But, does that mean that we need to promote a different position with each audience? The short answer is No. Your corporate positioning goal …
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The Naples Brand
Can countries or regions have a brand? You bet. Anything or anyone can have a brand—even places. Take Italy. The mere mention of Tuscany evokes an image of the good life—sipping wine in a hilltop villa surrounded by cypress trees …
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Liquid Brand Summit 2007: Straight Up with a Twist
Although I was a judge for the first-ever Silicon Valley Brand Impact Awards, I had to miss the associated Liquid Brand Summit 2007 due to a conflict. The Liquid Agency (the founder and host of the Summit), however, has done …
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What Silicon Valley Can Learn from a Non-Profit
Branding non-profit organizations can be a difficult task for some marketers because there is rarely a large advertising budget and the marketing sophistication of the staff is often limited. Girls for a Change (GFC) is a non-profit organization based in …
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True Blue Returns
In February 2007, I wrote a newsletter/blog entitled “Full to Empty: The Jet Blue Brand” on the airline’s fall from grace, but I predicted that strong brand loyalty and excellent crisis response would buy them a second chance. Not only …
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Vision Leadership Provides the Forest for the Trees
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 …
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Full to Empty: The Jet Blue Brand
Think 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 …
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Coppola Brand Missteps
A good way to decrease business in a hurry is to change the name of your company and not tell your customers. Niebaum-Coppola Café in Palo Alto had a brand name with a star pedigree. It was founded and owned …
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