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Positioning: communicate added value Tough but warm: Companies with no discernible added value have no reason to exist.  The added value is not always in the product or service itself. Rather, communication (presentation) can create added value for brands.  Tricky right? Here is a concrete example: When Pepsi came around the corner 13 years after Coca-Cola, they definitely had no more to offer, which Coca-Cola had not had for a long time.  But maybe, Pepsi thought, you could weaken Coca-Cola.  That's exactly what Pepsi did.  Namely by enforcing a change in perception in the target group.  Pepsi positioned itself as "The Choice of a New Generation".  With this, they managed to make Coca Cola look "old" with comparative advertising.  In the Pepsi advertisement, the cool and hip drank Pepsi.  The old bores, on the other hand, preferred coke.  In  YouTube   some spots can be found from the '80s, including Michael Jackson. Backlinks for Beginner:- 

The marketing professionals hereby set an example and provide orientation.  This seal of approval gives companies the certainty of being looked after by a competent, fair and trustworthy advertising agency.  As a result of the certified quality management DIN ISO 9001, the advertising professionals live and promote quality orientation according to international standards. This certification was also a real innovation for DEKRA, especially since there are very few certified marketing agencies anywhere in Germany.  In addition, not only parts were checked as usual, but the entire company was certified.  In this way, CBW consolidates its good reputation and positions itself increasingly as a leading marketing consultant. Due to their particularly strong spirit of innovation compared to  other  industries, the online experts were once again awarded the  Innovation  Award  IT BEST OF 2017 by  the Initiative Mittelstand.  For Weiden, this is the sixth award in four years.  Even the Ch