Archive for February, 2011

Feb 22 2011

The 'No Brand' Luxury Car

I like to use a little quiz with my branding clients that underscores the importance of owning a strong, differentiated positioning in the marketplace. Here is the quiz: When I mention the car brand BMW, what do you immediately think of? (Usually people say “Ultimate Driving Machine,” “performance,” or “powerful.”) When I mention the auto brand [...]

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