Author: Harvey Chimoff

  • New Corona “Find Your Beach” Commercial Powerfully Delivers Brand Positioning

    You just get it! That’s what happens when brand positioning is skillfully and creatively brought to life in powerful marketing communications.  My last post highlighted how brand positioning was superbly delivered in excellent marketing from Ace Hardware and Avis Rent a Car. Here’s another terrific example from the newest Corona Extra commercial (Flight) that began airing during the NBA…

  • Ace Hardware and Avis Bring Positioning to Life in New Ads

    Why does some advertising easily fit and resonate for the brand while so much does not? One answer is that the advertising is consistent with the positioning, and helps dimensionalize it and bring it to life for customers.

  • Make Strategic Changes From Position of Strength, Not Weakness

    Last month, I discussed strategic change decision-making at Cisco and Best Buy and the lessons for business leaders. A recent news story about the financial and operational resurrection of the University of California Berkeley baseball program provides another opportunity to explore this topic, this time from a different direction. My question today:  Why do leaders and companies seemingly wait until crisis time before making the tough go-to-market and organizational…