Axe & Dove – Great Examples of Positioning and Unique Selling Proposition

Posted by Joe Cannon

In this post at her Ries’ Pieces blog (March 8, 2010), Laura Ries includes a link to an interview on Fox Business news.  Ries makes some excellent marketing points (see “Experience the Focus“). The interview may be a bit long for class – I find students get bored quickly with talking heads.  Plus, I find the video player Fox uses a hassle to work with — I hope you have better luck).  It might make a nice post to an online course to give it some life.  We use the soap market as an example of positioning in chapter 4 of our books.  This might also be a nice example to use with brand management and of course it makes a strong case for the importance of the unique selling proposition.

Did you like this? Share it:

Tags:

This entry was posted on Saturday, March 20th, 2010 at 9:45 am and is filed under Advertising, Positioning, Product, Promotion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Leave a Comment