The power of positioning: Would Santa be a successful brand without the Grinch?
The story of Santa’s success as a brand is about the position he has taken in our minds. Sure, Coca-Cola played a big role. But the clarity of his positioning was assured by a strategic enemy: Dr. Seuss’s Grinch. This is a lesson for every brand—what it’s against should be as clear as what it’s for.
Post Comment