Challenges of product repositioning

  In the classification of new products, product repositioning is considered to be a new product task. There are a numerous challenges and benefits associated with product repositioning as discussed in the following article. Please refer to a separate article for the benefits of repositioning, as well as an example of repositioning. What is product … Read more…

National Australia Bank Repositioning Case Study

  NAB’s Repositioning in the Australian Banking Market This video highlights a major campaign undertaken by the National Australia Bank (NAB). As you will see, this is probably one of the best executed campaigns that you will see, given that it uses so many different communication tools and its core message was effectively communicated in … Read more…

How to make a bubble chart in Excel

  Making a bubble chart in Excel is ideal for making perceptual maps to demonstrate positioning. There are three ways to make a bubble chart in Excel, as shown the below video “How to make a bubble chart in Excel”. Alternatively, I have set up a free Excel template that automatically makes perceptual maps (using … Read more…

The difference between advertising and integrated marketing communications

  When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was the way it was practiced in real organizations. (In the sales/promotion era of marketing.) For … Read more…