March 13, 2023 Read more
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It’s easy to just go through the motions of a brand-positioning project and come out with an average, nondistinctive outcome…
December 30, 2022 Read more
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A brand can tell a powerful story by focusing on its purpose. The concept of brand purpose has become very…
October 8, 2022 Read more
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Most categories have a so-called “gold standard”, an ideal in the collective perception of what a product should be or…
October 8, 2022 Read more
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One of the core premises of my book “The Brand Positioning Workbook: A simple how-to guide to more compelling brand…
October 8, 2022 Read more
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I am thrilled to see the book win in the marketing and advertising category of the #NYCBigBookAward. You can get…
September 26, 2022 Read more
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A brand can enhance its perceived appeal -and in some cases command a higher price point- by trying to create…
June 2, 2021 Read more
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The British brand “Get Wonky” started out with a great purpose but a poor positioning and branding. In fact, the…
May 24, 2021 Read more
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In 2011, Taco Bell had hit a low in terms of sales and relevance among its core audience, Millenials. Historically,…
April 1, 2021 Read more
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Expedia created the online travel market 20+ years earlier but was under increased attack from competitors in 2014. This increase…
March 18, 2021 Read more
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While the USA is the first travel destination for Mexicans, Mexico isn’t the first travel destination for Americans. As a…
March 18, 2021 Read more
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Defining a compelling messaging strategy is one of the most important tasks a marketing director working for a technology service…
February 17, 2021 Read more
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Over the last 12 to 18 months, I’ve had the opportunity to gather information and learn from over 650 corporate…
June 10, 2020 Read more
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I recently interviewed a series of senior corporate executives who all had experience with executive coaching and asked them “what…
June 4, 2020 Read more
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Brainstorms and in-person workshops are an essential part of my work as a brand strategy and positioning consultant. Or “were…
April 21, 2020 Read more
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3 reasons most B-to-B Customer Journeys fail, and how to change that! A client hired me a while back to…
March 10, 2020 Read more
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You might be familiar with the concept of fractional CMO, a marketing executive hired on a part-time basis to help…
December 4, 2019 Read more
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It stimulates all your senses When you ride a motorcycle, you feel alive and experience your environment with all your…
April 16, 2019 Read more
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Brand characters, we all know them, we all grew up with them and we all like them. Brand characters are…
April 15, 2019 Read more
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Over the last few years, I’ve had the opportunity to work for a variety of B-to-B companies, in a wide…
March 19, 2019 Read more
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The challenge with quantitative research in Technology Doing quantitative research in the IT world is, as you probably know, quite…
February 10, 2019 Read more
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I’m always fascinated by the fact that the world of marketing and advertising has changed so much over the last…
December 6, 2018 Read more
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I recently got really excited by a vacuum cleaner, the sub-segment it is playing in and by how one brand…
December 5, 2018 Read more
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I recently had the opportunity to be interviewed by the fabulous Sima Vasa and the host of the Data Guru…
August 28, 2018 Read more
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I firmly believe that our perspective, the way we look at the world, our lives and our work, limits our ability to…
May 11, 2018 Read more
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The concept of “Insight” is overused and often misused in marketing. All too often insights are confused with “new information”,…
April 23, 2018 Read more
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As a savvy marketer, you know that every successful brand positioning needs to be able to provide a compelling answer…
March 30, 2018 Read more
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Next time you have to position a brand, develop a break-through marketing strategy, or come up with a new…
March 23, 2018 Read more
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Here is a little video we’ve produced to demonstrate how our brain prevents us from thinking truly innovatively and the difference…
March 20, 2018 Read more
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We all have the potential to be creative, but what most people do not realize however is that our ability…
January 6, 2018 Read more
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I launched the Positioning-Roulette flashcards almost four years ago. The printed version is now in its second edition and by…
January 6, 2018 Read more
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This list is a by-product of a project I’m currently working on. I hope that it helps demystify a little…
December 28, 2017 Read more
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Craft Beers: a compelling sub-segment brand story The last decade has been host to a quick rise of craft breweries…
November 5, 2016 Read more
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