Last June, someone at SKITTLES decided to honour PRIDE Month.
There is nothing bad about that. Indeed, as the LGBT movement is a well established cultural trend that grows on a daily basis, there is nothing wrong if a company decides to directly or indirectly endorse the movement and try to get some cash out of a moral purpose. What is business if not the land of opportunities? However, if you want to embrace a political cause, you must do it properly. The line that divides success and ridiculousness is very thin
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As said in previous articles, your aim as an entrepreneur is to own a specific niche.
By owning a specific niche, I mean you are in a position of leadership in that particular category; your goal is the automatic association in your prospect’s mind as the solution to a peculiar need he happens to have in his life. Let’s consider from this perspective the case of the most prestigious business schools in the US. They are all business schools, right? Thus, how can a single business school be a leader in the market when the entire niche is owned by Harvard Business School and Stanford Business School? 
The decline of the Catholic Church in terms of loyalty to the brand from those who define themselves as Catholics began in the early 1960s with the Second Vatican Council (Vatican II), when in an attempt to modernize the overall institutional apparatus, a few consolidated theological practices and beliefs coming from the Council of Trent were considered disused.
TO BE NOTED: My analysis isn’t a theological dissertation but a mere analysis made on the basis of a brand positioning approach. What was said in the introduction can be explained with specific examples. |
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Robert LingardFounder and Managing Director at POWER BRAND. PR that Sells for Startups and SMEs, LATEST ARTICLES
How to turn your content into a PR advocate
Why you should write a book from a PR perspective How to use PR to disqualify your competition How to get media coverage by giving the media what they want Brand Positioning. Broadcast PR. Brand domination.
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