Halitosis: How Listerine turned bad breath into big business
In 1920, a little-known term “halitosis” gained widespread attention, thanks to a clever marketing campaign by Listerine. Although we now associate the
Tag: Positioning
Words that heal: The power of a compelling positioning statement in brand redemption
A well-crafted positioning statement can help rebuild the image of a brand, when it’s hit by a crisis. Here’s how a positioning became a rallying cry in repositioning a brand.
From Salt to slogan: How Morton Salt’s tagline became a household phrase
Morton Salt’s enduring tagline “When it rains, it pours” doesn’t just sell salt; it exemplifies the power of great storytelling, and a clever play of words.