Amping Up Your Positioning

 Amping Up Your Positioning

By: Jodi Cross

Recently I heard an interview with Brian Cornell, Targets new CEO about how he plans to reposition the retail giant moving forward. Mr. Cornell, stated that Target was “going back to the basic core values” that made Target a success. Target will once again deliver on their brand promise and tagline, “Expect More, Pay Less and strive to cool again.”  In the interview, Cornell specifically mentioned the brand pillars that made Target a success. They included; trends and fashion, design and style, wellness solutions and customer service.  Under the former CEO, Target appeared to have lost focus and tried to compete with Walmart on price and the addition of an expanded grocery product line. 

I am not only a brand marketer but I am a consumer and I shop at Target. Cornell’s comments were music to my ears. This brings me to the power of brand positioning.  Brands like Target create a relationship with their customers. Their pillars and tag line underscore the brand promise and clearly communicate points of distinction that the consumer can relate to.

At CNMI, we have worked with a multitude of brands to develop value propositions, create long-term advantages and target key customer markets to build and grow revenues.

Here are some insightful questions we use to help define our client’s positioning;

  • What do you want your brand to be known for among your target audience? Do you own that positioning?
  • What advantage do you have over your competition?  
  • Does your brand position match your companies KPI’s and vision?
  • Are your branding goals realistic and attainable?
  • Does your brand relate to the consumer on an emotional level?
  • Does your brand positioning contribute to long-term growth?

To determine the answers to these crucial questions, CNMI conducts a collaborative stakeholders meeting during which we come to mutually agreed upon conclusions and action items. Then we work toward crafting a positioning for your product and/or service.

Here are some key elements to consider when crafting your positioning;

  • Your positioning should differentiate your brand from the competition. The differential cannot be based solely on price or service.
  • Consumer perceptions should play a key role in crafting your position.
  • Consider your audiences, a positioning needs to add value for both consumers and stakeholders.
  • Your brand position must be believable and consistent in all areas.
  • Your product or service position should be easy to communicate and difficult to mimic.
  • Your positioning should match your personality and image and be sustainable over a long-term business cycle.

There are many brands who have gone to or are heading toward the branding graveyard. Radio Shack, Kodak and Blockbuster come to mind. I predict Target will make a strong come back!

If you are interesting in refining or developing your brand positioning, gaining greater market share or driving revenues, contact Jodi Cross at CNMI. We may be reached at jcross@crossnm.com or visit www.www.crossnm.com for more great marketing ideas.  



When Did Ethics Become Subjective?

When Did Ethics Become Subjective?

By: Jodi Cross

You may have heard the old saying…It’s not what you do when someone is looking, it’s what you do when no one is looking that defines your moral character.  


How did the ethical balance in our society get so out of control? Do ethics still matter; are they relevant or subjective? Ethics are a standard of moral behaviors that are accepted by society as right versus wrong. They guide us, define our character and help us make the right choices. Then why the Ponzi schemes, corporate CEO resignations and  Martha Stewart going to jail for insider trading? All of this can’t be a good thing! Has greed commandeered our ethics? It seems like this generation doesn’t see any real moral absolutes and they tend to make decisions based on their situation. Which is to say, if it fits their lifestyle then why not do it?


Situational ethics has created a moral decay that is pervasive in our society today. People can be caught doing something and still lie about it, all while justify and blaming it on someone or something else. In theory, people agree about what is right and wrong, things like honesty, courage, respect for life are clearly right and cheating, lying, and stealing are wrong. So how did we get where we are today? 


Ethics is more than dealing with the legal consequences of your actions it is about how you feel about yourself when you do something that is ethically questionable. Better yet, ask yourself, would you want someone to do the same thing to you? People may be above the law and not get caught but we should never abandon ethics.


Ethics is something that should be ingrained in us. It is about how we treat one another. My parents modeled it every day by providing guiding values, and making us accountable for our choices.   Our forefathers decreed ethics as a self-evident truth, Moses brought down the commandments, not the suggestions. It is time we get a grip and stop sliding down the slippery ethical slope laced with justifications and excuses. Choosing the ethical solution isn’t always easy, that’s why it’s called an moral dilemma.  I believe if we all tap into our guiding compass we will pick the right path and one we can be proud of. Perhaps that will start a chain of events that will bring us back on course.  


Jodi Cross is a marketing consultant, speaker and freelance writer and may be reached at jcross@crossnm.com or www.www.crossnm.com