Tag Archives: Positioning

Repositioning Three Major Brands

Posted on February 17, 2014 by Jason William Karpf

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

Posted on April 13, 2013 by Jason William Karpf

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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Microsoft’s New Tablet: Scratching the “Surface”

Posted on June 19, 2012 by Jason William Karpf

Microsoft has finally turned rumor into fact by launching its branded tablet, the Microsoft Surface. The software giant is taking several calculated risks as personal computing is changing, with Apple leading the shift by defining mobile devices with the iPhone … Continue reading →

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