Tag Archives: Laura Ries

Repositioning Three Major Brands

The subtitle for Al Ries and Jack Trout’s landmark book Positioning is “The Battle for Your Mind.” When marketers find that battle is being lost, they will call for the obvious rematch known as repositioning. This involves a deliberate and … Continue reading

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The J.C. Penney Closeout

J.C. Penney has ousted CEO Ron Johnson and reinstated his predecessor, Myron “Mike” Ullman. “Disaster” and “debacle” are keywords tied to the retailer’s name (more about public relations in a moment.) J.C. Penney’s precipitous sales decline offers insight into several … Continue reading

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The Netflix Confession

Corporations are routinely criticized for lacking contrition.  They make mistakes and go into silent mode, refusing to recognize their shortfalls and apologize to their stakeholders. Recently, Netflix made a very public apology for controversial price hikes and procedural changes stemming … Continue reading

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