DOCSLIB.ORG

How to Build a Powerful Brand Positioning Everyone Will Remember Contents

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
How to Build a Powerful Brand Positioning Everyone Will Remember Contents HOW TO BUILD A POWERFUL BRAND POSITIONING EVERYONE WILL REMEMBER CONTENTS - Introduction 3 Executive Summary 4 CHAPTER 1 Elements of Brand Positioning 5 CHAPTER 2 How to Develop Your Brand Positioning 6 CHAPTER 3 Brand Positioning Strategies 8 CHAPTER 4 Creating Your Brand’s Visual Identity 10 CHAPTER 5 Incorporating Corporate Values into Brand Messaging 11 Conclusion 12 2 INTRODUCTION HOW TO BUILD A POWERFUL BRAND POSITIONING EVERYONE WILL REMEMBER - You may have heard the phrase ‘brand positioning’ and thought to yourself, “another marketing buzzword.” Yes, brand positioning is frequently discussed during planning sessions and in industry publications, but it has more merit than well-worn terms like ‘transparency’ and ‘viral.’ Brand positioning is also more enduring than puzzling jargon like ‘SoLoMo’ (translation: social, local and mobile). Your brand positioning is the foundation upon which your product or your company builds its marketing and communication strategies. The definition of brand positioning is embedded in the phrase. It is the position you want your product or company (your brand) to occupy in the marketplace. More importantly, it is how you want to be thought of as your customers engage with you. It’s a simple phrase that quickly and memorably defines your brand’s purpose to your audience. Let’s consider some examples of companies with distinctive branding. How would you describe Amazon? Would ‘frictionless online ordering from the world’s biggest store’ come close? What about Starbucks? Does ‘premium coffee experience for cultured millennials’ explain how customers think about the company and what they expect from the brand? These positionings are expressed with clear words that stay with you. The phrases explain the impressions you have of these companies, likely based on your interaction with them. While we like to believe our product or service is unlike anything currently available, let’s face facts - most products and companies have competitors. Your brand positioning and associated strategies will be essential in showing customers how you are distinctly different and how your differences have value. Think back to our Starbucks example. The iconic Canadian brand, Tim Horton’s, seems to offer the same product that Starbucks does: coffee. But Tim Horton’s recently tested a revamped brand positioning as a place for ‘simple, high-quality, no-fuss coffee for everyone.’ This brand positioning promises a coffee experience uniquely different from but equally valuable compared to Starbucks. The Cannabiz Social team has written this e-book to jumpstart your brand positioning and strategy efforts. We explore how to develop brand positioning, discuss how brand positioning leads to strategy, and examine how to make brand positioning visible in your marketing and communication tactics. Successfully marketing your product or service starts with crafting a compelling and credible story. Brand positioning is the first sentence in your best-seller! 3 EXECUTIVE SUMMARY Standing out and getting noticed by prospective customers isn’t getting any easier. The marketplace has millions of businesses and millions more starting up each year. All are trying to build sales and customer loyalty. A strong brand positioning and strategy can set you apart. This e-book provides our method for using brand positioning to create customer connections. This process will help you identify your brand or company strengths and build a framework for long-term success. OUR APPROACH EXAMINES: 1. The Elements of a Brand Positioning. By answering 4 questions, the fundamental elements of your position will emerge. • How are you viewed by your customer? • How do you differ from competitors? • How do your customers interact with your brand or company? • Who is your customer? 2. How to Develop Your Brand Positioning. In this section, we examine the information you’ll need to uncover positioning elements. We also suggest using the following litmus test questions to validate your positioning. • Can you deliver on and own this position? • Can you defend this position long-term? • Are you providing a solution with this position? • Can you state your position in a few memorable words? 3. Brand Positioning Strategies. Your analysis will drive you toward one of four business strategies. Each strategy has implications for how you talk about your brand with customers. The strategies include: • A head-to-head strategy where you continue to point out your differences compared to competitors. • A niche strategy focuses on a small audience with a tightly consistent message. • A ‘better benefits’ strategy takes on a market leader with messaging about how • your brand or company improves upon what is available. • A ‘truly unique’ strategy showcases your one-of-a-kind product or service. 4. Creating Your Brand’s Visual Identity. Since we learn by watching, your brand’s visual identity is vital to effectively communicating who you are and what you do for customers. From your logo to your website, marketing materials, and advertising, an integrated visual communication strategy is a ‘must-have.’ 5. Incorporating Corporate Values into Brand Messaging. Although your brand positioning helps frame how you’ll interact with customers, its underpinnings should reflect your corporate values. The values that drive your daily decisions will infuse meaning into your branding and marketing efforts. 4 CHAPTER 1 ELEMENTS OF BRAND POSITIONING Brand positioning, the place your product or service occupies in the marketplace and the consumer mindset, seems straightforward. Without a process framework, however, a positioning can be challenging to articulate. Let’s review an example to help illustrate the elements folded into a brand positioning. Outerwear company Canada Goose launched in 1957 as a manufacturer of vests, raincoats and snowmobile apparel. Over the next 30 years, travelers to Antarctica and Mt. Everest stayed warm wearing the company’s quality parkas. When the 90s rolled in, many North American clothing manufacturers were looking for ways to cut costs and began outsourcing production. Stepping away from this trend, Canada Goose CEO Dani Reiss remained committed to making the brand in Canada. The brand’s authenticity and craftsmanship have made it the ‘Swiss Watch’ of down-filled apparel. Canada Goose jackets became more well-known after appearing in films including The Day After Tomorrow and National Treasure and showing up on a Sports Illustrated Swimsuit cover. These high-profile exposures helped expand awareness of Canada Goose. Adventurers across the decades continued to wear Canada Goose parkas to the South Pole, the Iditarod, and Yukon Gold dog sled races. Throughout this evolution, the brand’s Canadian heritage and quality made it a luxury brand deemed worth the price throughout the world. Canada Goose built its brand positioning based on how their products were viewed and being used. The company answered a few essential questions to frame their positioning, including the following: How was Canada Goose apparel viewed by its customers? Answer: Authentic and well-crafted. How was Canada Goose different from competitors? Answer: It was made in Canada. How was the apparel used? Answer: For specific occasions, from cross-country treks to staying warm in cold climates. Who was using the brand? Answer: Active, creative, adventurous people. Canada Goose’s positioning - what it is known for - emerged from its story. Canada Goose: “The best and warmest clothing on earth made in Canada for people who want durable, fashionable winter outerwear.” 5 CHAPTER 2 HOW TO DEVELOP YOUR BRAND POSITIONING Defining your brand positioning involves using knowledge you already have about your product or service. The step-by-step process below is a disciplined approach to help you clearly articulate what you know, and solidify your brand story. Who are your customers? Answer this question with traditional demographics as well as lifestyle details. If you’re a B2B organization, describe the types of businesses you’re targeting and identify the roles of your customers such as purchasing agent, R&D, engineer, etc. If you are creating a holistic positioning for your company, you may have several customer segments to consider. Outline each target audience and estimate how much business each segment could represent. Why do your customers buy from you? The solutions you provide to customer problems or their desires offer insight into your value. Although you may have several customer segments, try to identify the common themes your solutions share across the groups. What do you offer that’s different from competitors? Understanding the competitive landscape, including competitors’ strengths and weaknesses will help you assess whether you can fully own your points-of-difference. Be sure to honestly explore whether your competitors have solutions (even if different from yours) that can address the same customer problems you’re tackling. How are you delivering value? Counsel from Fred Wiersema and Michael Treacy’s 1995 book ‘The Discipline of Market Leaders’ remains worthwhile when answering this question. The authors identified three fundamental ways to offer value. This step of the process forces you to decide which one you can deliver and stand behind. Do you provide customers with value through operational efficiency, product leadership, or customer relationship? • If your value is delivered through operational efficiency, you’re focused on low price. • Value-centered in product leadership is achieved by offering the best product, as demonstrated by Canada Goose. • Focusing on customer relationships means you’re providing the best solution and the best service. 6 CONTINUED After you have answered these four questions, you will be prepared to stake out your position and answer the question: Who is our customer and what do we want our (brand or company) to be known for? You can put your brand positioning to the test by screening it with the following questions: • Can you fully deliver on and own this position? Your brand positioning should be strong and stable. If you need to make hefty investments or spend enormous capital to fulfill your brand promise, it may not be the right direction.
Load more

Recommended publications
  • Sexism in Advertising
    Sexism in Advertising A Qualitative Study of the Influence on Consumer Attitudes Towards Companies MASTER THESIS WITHIN: Business Administration NUMBER OF CREDITS: 30 PROGRAMME OF STUDY: Degree of Master of Science in Business and Economics AUTHOR: Hanna Andersson & Emilia Schytt JÖNKÖPING May 2017 Master Thesis in Business Administration Title: Sexism in Advertising: A Qualitative Study of the Influence on Consumer Attitudes Towards Companies Authors: Hanna Andersson and Emilia Schytt Tutor: Tomas Müllern Date: 2017-05-22 Key terms: Women in Advertising, Sexist Advertising, Congruity, Incongruity, Gender Differences, Consumer Attitudes. Background: Advertising is one of the most powerful influences on consumer attitudes, and for several decades, sexism in advertising and its affects on society has been a current topic. Even though the increased importance of equality in today’s society, sexism are still commonly depicted in advertising. How women are portrayed in advertising has been suggested to affect women’s perceived role in society and increased stereotypical roles defining how they should act and behave. Purpose: The study will seek insight in consumer attitudes formed by sexist advertising, and understanding of the difference between congruent sexist ads and incongruent sexist ads. The purpose of this study is to understand how sexist advertising influence consumer attitudes of a company. The ambition is to contribute to a greater understanding of sexist advertisements’ impact on companies. Method: An interpretive approach was adopted in order to gain deep insight and understanding in the subject. An exploratory study was conducted in the form of qualitative two-part interviews. Through a convenience sampling, 50 respondents were selected, divided into 25 females and 25 males in the ages of 20-35.
    [Show full text]
  • A Story of Migration P/E LTM 34.8X EV/EBITDA LTM 24.7X Canada Goose Parkas Have Been Well Loved by Those in the Cold for Over Six Decades
    RESEARCHFebruaryREPORT 3, 2020 FebruaryA 3, Story 2020 of Migration Stock Rating BUY Price Target CAD $66.56 Current Price CAD $39.64 Bear Price Bull Case Target Case $53.75 $66.56 $72.96 Ticker GOOS Canada Goose Holdings Inc. Market Cap (MM) $4,755 A Story of Migration P/E LTM 34.8x EV/EBITDA LTM 24.7x Canada Goose parkas have been well loved by those in the cold for over six decades. The company was founded in 1957 under the name Metro 52 Week Performance Sportswear, originally serving as a small-scale supplier to the most demanding winter customers such as the Canadian Rangers and RCMP. 115 Since then, the brand has grown to global prominence, going public in 2017 while committing to keep design and manufacturing in Canada. 100 GOOS generated a C$144M in profit on C$830M in revenue in 2019 while commanding gross margins of 62%. However, shares have fallen over 50% since the high in November 2018, creating an intriguing opportunity to 85 look at an emerging Canadian icon with a promising future. Investment Theses 70 (1) Authentic identity brand with a storied past is underpinned by technical product excellence, creating a formidable barrier to entry. 55 Canada Goose parkas are becoming a worldwide status symbol among 01-Feb-19 01-Aug-19 01-Feb-20 luxury consumers. GOOS S&P/TSX Disc. Index (2) The company maintains a seemingly long runway, drawing on a channel shift, geographic shift, and category shift to drive margin Consumers expansion and top-line growth over the next decade.
    [Show full text]
  • Positioning Guide
    Positioning: How Advertising Shapes Perception © 2004 Learning Seed Voice 800.634.4941 Fax 800.998.0854 E-mail [email protected] www.learningseed.com Summary Positioning: How Advertising Shapes Perception uses ideas from advertising, psychology, and mass communication to explore methods marketers use to shape consumer perception. Traditional persuasion methods are less effective in a society besieged by thousands of advertising messages daily. Advertising today often does not attempt to change minds, it seldom demonstrates why one brand is superior, nor does it construct logical arguments to motivate a purchase. Increasingly, advertising is more about positioning than persuasion. The traditional approach to teaching “the power of advertising” is to borrow ideas from propaganda such as the bandwagon technique, testimonials, and glittering generalities. Although these ideas still work, they ignore the drastic changes in advertising in the past ten years. Advertisers recognize that “changing minds” is both very difficult and not really necessary. To position a product to fit the consumer’s existing mind set is easier than changing a mind. Consumers today see advertising more as entertainment or even “art” than as persuasion. Positioning means nothing less than controlling how people see. The word “position” refers to a place the product occupies in the consumer’s mind. Positioning attempts to shape perception instead of directly changing minds. Positioning works because it overcomes our resistance to advertising. The harder an ad tries to force its way into the prospect’s mind, the more defensive the consumers become. Nobody likes to be told how to think. As a result, advertising is used to position instead of to persuade.
    [Show full text]
  • Canada-Goose-Investor-Presentation
    This presentation includes forward-looking statements. These forward-looking statements generally can be identified by the use of words such as “anticipate,” “expect,” “plan,” “could,” “may,” “will,” “believe,” “estimate,” “forecast,” “goal,” “project,” and other words of similar meaning. These forward-looking statements address various matters including our outlook for fiscal 2020 and our long-term outlook, related assumptions, and our plans for strategic investments to support future growth. Each forward-looking statement contained in this presentation is subject to risks and uncertainties that could cause actual results to differ materially from those expressed or implied by such statement. Applicable risks and uncertainties include, among others, our expectations regarding industry trends, our business plan and growth strategies, our expectations regarding seasonal trends, our inventory levels ahead of these seasonal trends, our ability to implement our growth strategies, our ability to keep pace with changing consumer preferences, our ability to maintain the strength of our brand and protect our intellectual property, as well as the risks identified under the heading “Risk Factors” in our Annual Report on Form 20-F for the fiscal year ended March 31, 2019, and filed with the Securities and Exchange Commission (“SEC”), and the securities commissions or similar securities regulatory authorities in each of the provinces and territories of Canada (“Canadian securities regulatory authorities”), as well as the other information we file with the SEC and Canadian securities regulatory authorities. We caution investors not to rely on the forward-looking statements contained in this presentation when making an investment decision in our securities. The forward-looking statements in this presentation speak only as of May 29, 2019, and we undertake no obligation to update or revise any of these statements.
    [Show full text]
  • Product Positioning Strategy in Marketing Management
    Journal of Naval Science and Engineering 2009, Vol. 5 , No 2, pp. 98-110 PRODUCT POSITIONING STRATEGY IN MARKETING MANAGEMENT Ph.D. Mustafa KARADENIZ, Nav. Cdr. Turkish Naval Academy Director of Naval Science and Engineering Institute Tuzla, Istanbul, Turkiye [email protected] Abstract In today’s globalizing and continuously developing economies, the competition among enterprises grows quickly, the market share gets narrower; and in order to gain new markets, companies are trying to create superiority over their rivals by positioning new products aimed at consumer behaviors and perceptions. In this sense, product positioning strategy in marketing management has emerged and now companies conduct studies on this strategy. In this research, product positioning strategy is emphasized and related examples are given. PAZARLAMA YÖNETİMİNDE ÜRÜN KONUMLADIRMA STRATEJİSİ Özetçe Küreselleşen ve sürekli gelişen günümüz ekonomilerinde işletmeler arasında rekabet hızla artmakta Pazar payı daralmakta ve şirketler yeni pazarlar elde etmek için tüketici davranış ve algılamalarına yönelik yeni ürünler konumlandırarak rakiplerine üstünlük ve farkındalık yaratmaya çalışmaktadırlar. Bu kapsamda, pazarlama yönetiminde ürün konumlandırma stratejisi ortaya çıkmış olup halen şirketler bu strateji üzerine çalışmalar yapmaktadırlar. Bu araştırmada ürün konumlandırma stratejisi üzerinde durulmuş ve konuya ilişkin örnekler verilmiştir. Keywords : Marketing, Product Positioning, Brand Anahtar Kelimeler : Pazarlama, Ürün Konumlandırma, Marka 98 Mustafa KARADENIZ
    [Show full text]
  • CANADA GOOSE HOLDINGS INC. (Exact Name of Registrant As Specified in Its Charter)
    UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 FORM 8-A For Registration of Certain Classes of Securities Pursuant to Section 12(b) or 12(g) of the Securities Exchange Act of 1934 CANADA GOOSE HOLDINGS INC. (Exact name of registrant as specified in its charter) British Columbia N/A (State or other jurisdiction of incorporation or organization) (I.R.S. Employer Identification No.) 250 Bowie Ave Toronto, Ontario, Canada M6E 4Y2 (Address of principal executive offices) (Zip Code) Securities to be registered pursuant to Section 12(b) of the Act: Title of each class Name of each exchange on which to be so registered each class is to be registered Subordinate voting shares, no par value New York Stock Exchange If this form relates to the registration of a class of securities pursuant to Section 12(b) of the Exchange Act and is effective pursuant to General Instruction A. (c), check the following box. ☒ If this form relates to the registration of a class of securities pursuant to Section 12(g) of the Exchange Act and is effective pursuant to General Instruction A. (d), check the following box. ☐ Securities Act registration statement file number to which this form relates (if applicable): 333-216078 Securities to be registered pursuant to Section 12(g) of the Act: None Item 1. Description of Registrant’s Securities to be Registered. Canada Goose Holdings Inc. (the “Registrant”) hereby incorporates by reference the description of its subordinate voting shares, to be registered hereunder, contained under the heading “Description of Share Capital” in the Registrant’s Registration Statement on Form F-1 (File No.
    [Show full text]
  • 5 Market Segmentation, Targeting and Positioning
    Market Segmentation, 5 Targeting and Positioning Ng Lai Hong It is impossible to appeal to all customers in the marketplace who are widely dispersed with varied needs. Organisations that want to succeed must identify their customers and develop marketing mixes to satisfy their needs. This chapter considers the steps in the target marketing process, including how to divide markets into meaningful customer segments, evaluating each segment, deciding which segment(s) to target, and design- ing market offerings to be positioned in the minds of the selected target market. The target marketing process The target marketing process provides the basis for the selection of target market – a chosen segment of the market that an organisation wishes to serve. It consists 84 Fundamentalsof the three-step of Marketing process of segmentation, targeting and positioning (Figure 5.1). Marketers utilise this process due to the prevalence of mature markets, greater diversity in customer needs, and its ability to provide focus for an organisation’s marketing strategy and resource allocation among markets and products (Baines and Fill, 2014). Segmentation Positioning Targeting Develop positioning that Identify bases for Evaluate segments will create competitive dividing a market into and decide which to advantage in the minds of smaller segments serve best the chosen market segment Figure 5.1: Steps in target marketing process. Adapted from Solomon et al. (2013). 86 Fundamentals of Marketing The benefits of this process include the following: Understanding customers’ needs. The target marketing process provides a basis for understanding customers’ needs by grouping customers with similar characteristics together and for the selection of target market.
    [Show full text]
  • The Art of Money Colville’S Centennial Coins
    ART CANADA INSTITUTE INSTITUT DE L’ART CANADIEN APRIL 30, 2021 THE ART OF MONEY COLVILLE’S CENTENNIAL COINS Fifty-four years ago Expo 67 opened in Montreal—and the coins created by revered Canadian painter Alex Colville were a part of the world fair festivities. On the anniversary of the event ACI is launching a new online exhibition about the famed currency that marked the country’s 100-year celebration of Confederation. In 2017, the Art Canada Institute published Alex Colville: Life & Work by Ray Cronin, a work about our country’s foremost realist painter and how he imbued his meticulously painted scenes of everyday life with profound questions about the human condition. Our new online exhibition takes a closer look at a highly celebrated project by the Toronto-born, Maritime-based artist, one that produced the most widely- circulated artistic objects in Canadian history: six centennial coins that Colville (1920–2013) designed in 1965 and 1966 for the Royal Canadian Mint in celebration of Canada’s one hundredth anniversary of Confederation. Marking the anniversary of the opening of Expo 67 on April 27, 1967, The Measure of Nature: Alex Colville’s Centennial Coins, presented in partnership with the Beaverbrook Art Gallery and Billie Magazine, reveals the artist’s process of developing indelible currency inspired by Canadian wildlife. Sara Angel Founder and Executive Director, Art Canada Institute A NATIONAL TALENT Alex Colville, Family and Rainstorm, 1955 In 1964, when Minister of Finance Walter L. Gordon invited Canadian artists, sculptors, and designers to submit proposals for a coin set to be issued in 1967 to commemorate the Canadian Centennial, Colville’s career was thriving.
    [Show full text]
  • Management of Canada Geese in Suburban Areas
    Management of Canada Geese in Suburban Areas A Guide to the Basics DRAFT NJ Department of Environmental Protection Division of Watershed Management March, 2001 DRAFT Management of Canada Geese in Suburban Areas A Guide to the Basics State of New Jersey Donald T. DiFrancesco, Acting Governor New Jersey Department of Environmental Protection Robert C. Shinn, Jr., Commissioner Division of Watershed Management Mary Sheil, Director Acknowledgement: This guidance document consists of a compilation of the most current available information. Consult the reference section for sources. The document does not reflect an official policy position of the Division, but rather serves to provide basic technical guidance on Canada goose management options. 1 DRAFT Introduction Many people do not realize that ‘Giant’ Canada goose populations The honking flock of Canada geese were nearly non existent by the early overhead brings an internal years of the 1900’s because of recognition of nature’s intelligence unrestricted harvesting of eggs, and the timeless changing of the draining of wetlands for crop seasons. The high altitude, production, and commercial hunting. gracefully shifting ‘V’ formation Strict harvest regulations were always is a source of wonder. Years enacted, refuges were established, ago, these sights and sounds were large acreages of turfgrass were the primary evidence of the flocks. established through human sprawl, and goose populations recovered In many locations along the Atlantic rapidly and dramatically. It is ironic Flyway, which extends from that we did our job so well that now Hudson’s Bay, Canada south to reducing the populations is a critical Mexico, Canada geese are not water quality concern.
    [Show full text]
  • Market Segmentation, Targeting and Positioning
    Market Segmentation, Targeting and Positioning By Mark Anthony Camilleri 1, PhD (Edinburgh) How to Cite : Camilleri, M. A. (2018). Market Segmentation, Targeting and Positioning. In Travel Marketing, Tourism Economics and the Airline Product (Chapter 4, pp. 69-83). Springer, Cham, Switzerland. Abstract Businesses may not be in a position to satisfy all of their customers, every time. It may prove difficult to meet the exact requirements of each individual customer. People do not have identical preferences, so rarely does one product completely satisfy everyone. Therefore, many companies may usually adopt a strategy that is known as target marketing. This strategy involves dividing the market into segments and developing products or services to these segments. A target marketing strategy is focused on the customers’ needs and wants. Hence, a prerequisite for the development of this customer-centric strategy is the specification of the target markets that the companies will attempt to serve. The marketing managers who may consider using target marketing will usually break the market down into groups (segments). Then they target the most profitable ones. They may adapt their marketing mix elements, including; products, prices, channels, and promotional tactics to suit the requirements of individual groups of consumers. In sum, this chapter explains the three stages of target marketing, including; market segmentation (ii) market targeting and (iii) market positioning. 4.1 Introduction Target marketing involves the identification of the most profitable market segments. Therefore, businesses may decide to focus on just one or a few of these segments. They may develop products or services to satisfy each selected segment.
    [Show full text]
  • Four Takeaways for Investors
    Four Takeaways For Investors The following are some key observations of the TSX and TSX Venture Exchange markets: 1. NEGATIVE RETURNS In each market cap segment for September, most sectors achieved negative returns. This is the first month since the COVID downturn with generally negative returns. The Micro Cap segment was hit the worst with an average decline of 6%, while the other SEPTEMBER 2020 segments dropped by 1-2%. CLICK HERE FOR MORE INFORMATION 2. INNOVATION DOMINANCE Investor The Technology and Clean Tech sectors dominated sector performance in 3 of the 4 market cap groups in September. These sectors are garnering more attention in Canada as companies such as Nuvei Corporation (TSX:NVEI) go public. CLICK HERE FOR MORE INFORMATION Insights Brought to you by Toronto Stock Exchange and TSX Venture Exchange. 3. HORIZONS BETAPRO ETFS LEAD THE WAY Horizons BetaPro products represented all of the top 5 ETFs in September and 6 of the top 10. CLICK HERE FOR MORE INFORMATION 4. THE 2020 TSX30 The 2020 TSX30* was announced on September 15. Be sure to check out the 2020 rankings at tsx.com/tsx30, and come back often for content from well-known thought leaders. CLICK HERE FOR MORE INFORMATION SUBSCRIBE TO OUR MARKET INTELLIGENCE REPORTS * TSX30 is a ranking of the top 30 performers on Toronto Stock Exchange over a three-year period based on dividend-adjusted share price appreciation. September 2020 Share Price Performance SHARE PRICE SHARE PRICE TICKER PERFORMANCE 30/09/2020 (CAD) WELL Health Technologies Corp. TSX:WELL 49% $7.21 Lithium Americas Corp.
    [Show full text]
  • SEX in ADVERTISING … ONLY on MARS and NOT on VENUS? Darren W
    54 GfK MIR / Vol. 3, No. 1, 2011 / Flashlight SEX IN ADVERTISING … ONLY ON MARS AND NOT ON VENUS? Darren W. Dahl, Kathleen D. Vohs and Jaideep Sengupta THE AUTHORS In an effort to cut through the tremendous clutter that ex- phasizes physical gratifi cation and views sex as an end ists in today’s advertising space, marketers have resorted in itself. In contrast, women tend to adopt a relationship- Darren W. Dahl, Sauder School to increasingly radical tactics to capture consumer atten- based orientation to sexuality, an approach that empha- of Business, University of tion. One such popular tactic uses explicit sexual images in sizes the importance of intimacy and commitment in a British Columbia, Canada, [email protected] advertising, even when the sexual image has little relevance sexual relationship. to the advertised product. For example, a recent print ad Kathleen D. Vohs, Carlson campaign for Toyo Tires showed a nude female model The premise that women and men have different mo- School of Management, crouched on all fours with the tag-line “Tires that Fit You”. tives regarding sex receives theoretical backing from University of Minnesota, USA, both evolutionary and socialization models of human be- [email protected] Although such gratuitous use of sex in advertising un- havior. Briefl y, an evolutionary view of sexual motives is Jaideep Sengupta, School of doubtedly succeeds in capturing attention, one may based on the model of differential parental investment, Business and Management, question whether evaluative reactions are favorable which argues that because human females must invest Hong Kong University of Science among different segments of consumers.
    [Show full text]