It’s easy to just go through the motions of a brand-positioning project and come out with an average, nondistinctive outcome…
A brand can tell a powerful story by focusing on its purpose. The concept of brand purpose has become very…
Most categories have a so-called “gold standard”, an ideal in the collective perception of what a product should be or…
One of the core premises of my book “The Brand Positioning Workbook: A simple how-to guide to more compelling brand…
I am thrilled to see the book win in the marketing and advertising category of the #NYCBigBookAward. You can get…
A brand can enhance its perceived appeal -and in some cases command a higher price point- by trying to create…
The British brand “Get Wonky” started out with a great purpose but a poor positioning and branding. In fact, the…
In 2011, Taco Bell had hit a low in terms of sales and relevance among its core audience, Millenials. Historically,…
Expedia created the online travel market 20+ years earlier but was under increased attack from competitors in 2014. This increase…
While the USA is the first travel destination for Mexicans, Mexico isn’t the first travel destination for Americans. As a…
Defining a compelling messaging strategy is one of the most important tasks a marketing director working for a technology service…
Over the last 12 to 18 months, I’ve had the opportunity to gather information and learn from over 650 corporate…
I recently interviewed a series of senior corporate executives who all had experience with executive coaching and asked them “what…
Brainstorms and in-person workshops are an essential part of my work as a brand strategy and positioning consultant. Or “were…
3 reasons most B-to-B Customer Journeys fail, and how to change that! A client hired me a while back to…
You might be familiar with the concept of fractional CMO, a marketing executive hired on a part-time basis to help…
It stimulates all your senses When you ride a motorcycle, you feel alive and experience your environment with all your…
Brand characters, we all know them, we all grew up with them and we all like them. Brand characters are…
Over the last few years, I’ve had the opportunity to work for a variety of B-to-B companies, in a wide…
The challenge with quantitative research in Technology Doing quantitative research in the IT world is, as you probably know, quite…
I’m always fascinated by the fact that the world of marketing and advertising has changed so much over the last…
I recently got really excited by a vacuum cleaner, the sub-segment it is playing in and by how one brand…
I recently had the opportunity to be interviewed by the fabulous Sima Vasa and the host of the Data Guru…
I firmly believe that our perspective, the way we look at the world, our lives and our work, limits our ability to…
The concept of “Insight” is overused and often misused in marketing. All too often insights are confused with “new information”,…
As a savvy marketer, you know that every successful brand positioning needs to be able to provide a compelling answer…
Next time you have to position a brand, develop a break-through marketing strategy, or come up with a new…
Here is a little video we’ve produced to demonstrate how our brain prevents us from thinking truly innovatively and the difference…
We all have the potential to be creative, but what most people do not realize however is that our ability…
I launched the Positioning-Roulette flashcards almost four years ago. The printed version is now in its second edition and by…
This list is a by-product of a project I’m currently working on. I hope that it helps demystify a little…
Craft Beers: a compelling sub-segment brand story The last decade has been host to a quick rise of craft breweries…
Millennials are probably the most researched generation in marketing history. In fact, a simple Google search for “Marketing to Millennials”…
This article is already a few years old but I’m re-posting it because I believe that the principles described here…
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