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Al On Hilton

Interesting piece by Al Ries on Hilton and the need for clear brand positioning. (logon required).

Do you know your brand?
What’s your brand? If you can’t answer that question about your own brand in two or three words, your brand’s in trouble.
Powerful, long-lasting brands are built by owning a word in the mind.
What’s a Volvo? A safe car.
What’s a BMW? Fun to drive.
What’s a Barilla? Italy’s No. 1 pasta.

2 Responses

  1. By james governor on July 12th, 2005 at 6:14 am

    yes it was weird i read an article today about holiday inn upgrading a bunch of hiltons to holiday inn standards. i always though hilton was more of a premier mark. i guess not

  2. By Marco Tours on May 4th, 2007 at 2:40 am

    Barilla? The brand was introduced indeed into the U.S. market in 1996 with the theme “Italy’s No. 1 pasta”. Three years later, the brand became the No. 1 pasta in America. Interestingly enough, only the brand comes from Italy. The pasta is made in a plant in America.

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