There are many different reasons why consumers buy specific car types and models — even in the United States. But, how different are purchase motivations around the world?
To …
Read moreThe Impact of Corporate Culture on Branding
Evans on Marketing Marketing Communications, Product Management infographic, opportunity, planning, product positioning 16
A clear , desirable, and distinctive product/brand positioning message is essential for companies to be successful in today’s competitive marketplace.
What is sometimes under-appreciated is how crucial the corporate culture …
Read moreFrom YouSendIt to Hightail: What’s in a Name?
Evans on Marketing Business-to-Business, Marketing Communications, Social and Digital Media B2B, brand, business model, customer expectations, Hightail, identity, planning, product positioning, promotion, trends, trust, video, YouSendIt 1
One of the biggest marketing decisions that any firm makes is to change its corporate brand, which represents the foundation of its positioning message. So, what do YOU think of …
Read moreChevy Goes Global
Evans on Marketing Distribution, Global Marketing, Marketing Communications, Product Management analytics, Brazil, business model, Celta, Chevrolet, China, competition, customer expectations, General Motors, global, image, innovation, opportunity, planning, product management, product positioning, Sail, success
Over the years, General Motors has positioned Chevrolet vehicles as a great American brand. Its slogans include “An American Revolution,” “See the USA in your Chevrolet!,” “The Heartbeat of America,” …
Read moreWhat Happens When the Iconic Company Founder Departs?
Evans on Marketing Consumers and Their Behavior, Distribution, Marketing Communications, Social and Digital Media, Sports and Entertainment Marketing advertising, Colonel Sanders, customer expectations, Dave Thomas, entertainment marketing, Frank Perdue, George Zimmer, icon, image, KFC, Martha Stewart, Overville Redenbacher, product positioning, promotion, social media, spokesperson, Wendy's
Companies have used their founders as spokespeople in their TV commercials for decades — as with Colonel Sanders for Kentucky Fried Chicken and Dave Thomas for Wendy’s. And these founders …
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