positioning Tag



Posted On July 20, 2011By Freddy J. NagerIn Marketing

K-Swiss Cuts Loose: How To @#$%@ing Reposition Your Brand

by Freddy J. Nager, Found of Atomic Tango LLC So let’s say you start an athletic shoe company specializing in tennis — a sport mostly favored by upper-crust Europeans and the country-club set. You cement your brand image by naming your company after a tiny, extremely civilized European country famous for chocolate, watches, skiing, and an army known more for pocket knives than fighting wars. This Euro image is necessary, not just because you yourself are Swiss, but because you’re launching your company in Los Angeles in 1966, and L.A.Read More

Posted On December 3, 2009By Freddy J. NagerIn Marketing

Chiseling: The Dark Art of Repositioning Your Competition

by Freddy J. Nager, Founder of Atomic Tango LLC + Occasional Chiseler Warning: The following blog post contains full frontal liberal snarking and might not be appropriate for all audiences. If you’re a Republican with a thin skin, please escape now to somewhere you might feel more at home. The way I see it, ridiculing Sarah Palin is not only fun, it’s our patriotic duty. Many of us laugh at her now, viewing Palin as a living Saturday Night Live sketch. But the scary part is that many others takeRead More
You’ve all seen the standard romantic comedy: the lead character pines for a fantasy ideal — a millionaire, supermodel, quarterback, cheerleader, prince or princess — but in the end, our hopeless romantic finds true love with a best friend, worst enemy, nerd, prostitute, maid or bodyguard. Delusions dispelled, the true lovers lock lips and live happily ever after. Or until Hollywood makes a sequel. Today, thanks to the recession, many businesses are undergoing the same head-spinning realignment of expectations. Their dream consumers — namely, the filthy rich — are suddenlyRead More
Meryvns' "Declare Your Style" Campaign
by Freddy J. Nager, Founder of Atomic Tango LLC… As an L.A. based interactive-media guy, I’m expected to blog about sexy new developments online or in Hollywood, but today I’ve decided to write about Mervyns department store. And, yes, that’s the only time you’ll ever see the words “sexy” and “Mervyns” in the same sentence. Ah, I see I just lost 98% of this article’s readers — which reflects about the same percentage of consumers who couldn’t care less about the fashion retailer. And that explains why Mervyns recently declaredRead More

Posted On February 4, 2008By Freddy J. NagerIn Marketing

Rules of Competition: The Magic Number is 2

by Freddy J. Nager, Founder & Fusion Director, Atomic Tango LLC During the South Carolina Democratic debate, Barack Obama and Hillary Clinton spent the evening attacking each other instead of addressing the issues. I was completely irked by their misbehavior — then realized that this was classic marketing strategy in action…Read More
“We live in a time when people are losing confidence in the ability of government to solve problems… Wal-Mart does not wait for someone else to solve problems.” – Wal-Mart Stores CEO H. Lee Scott Jr. I have to admit it: Wal-Mart is brilliant…Read More