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First The Trousers

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Brand Positioning Fundamentals

Brands & Brand Positioning

Positioning for Profit – A Panel Discussion With Three Positioning Experts – Organized By The Conference Board.

An Actionable Definition of Brands. Benefits. Examples. Approach.

Brand Positioning Objective Setting

Three axioms and three questions that summarise all of brand strategy – By Mark Ritson

What Is A Brand Positioning? Definition, Benefits, Framework, And Examples

Steve Jobs on Quality

Steve Jobs On Apple’s Brand Strategy (Brought To Life By The Famous “Think Different” Campaign)

The Nine Most Common Brand-Positioning Mistakes On MarketingProfs

How Your Brand Equity Can Help You Weather Uncertain Times

Five Things You Need To Build A Trusted & Beloved brand. Interview In Authority Magazine.

A Successful Brand Positioning Relies On The “HOW” Not The “WHY”! Sorry (Not Sorry!)

Positioning-Roulette: Die Suche Nach Dem Schluessel

What Modern Brands Can Learn From A 75 Years Old Russian Motorcycle Brand?

The Power Of Positioning in One Cartoon

Positioning Strategies for A Post-Craft-Beer World

The Brand Persuasion Wheel: A simple Framework to Develop Better Strategies

Think Before Jumping On The Brand Purpose Bandwagon

Sources of Brand Associations

Consumer Rituals As Source Of Brand Association

Brand Assets As Sources Of Brand Associations.

Identify Your Brand’s Real Purpose & Avoid Costly Blunders

Associating Your Brand With The Category Gold Standard

Create A Ritual Around The Usage Or Consumption Of Your Brand!

Brand Archetypes As Sources Of Brand Associations

Positioning Case Studies

Liquid Death – An Exciting But Controversial Marketing Case Study

Mark Ritson On How Dove Challenged Beauty Industry Stereotypes (Effie Case Study)

Mark Ritson On The Power Of Apple’s Brand Positioning

Why this financial company is using streaming and social media ads to boost brand awareness

A Little Contribution To This DigiDay Article About Nectar Hard Seltzer

A Little Contribution To This DigiDay Article On The Brand Crumbl Cookies

“Flawsome”: how turning a negative brand perception into a positive one can increase sales by 540%

Taco Bell “Live Mas”: How Tapping Into The Right Brand Archetype Can Lead To A 13% Same-Store Sales Increase.

Expedia “Travel Yourself Interesting”: How Challenging Category Conventions Can Generate An ROI of 1:11.

Aero Mexico: How To Overcome Negative Consumers Perceptions To Drive Business Results.

Irobot: A Great Product line In Need of a Big Brand Idea

FTT Case Study: PLAYERfirst: A Revolutionary Approach to Overcoming Lottery Industry Threats

7 Potential Growth Strategies to Revitalize Harley Davidson

What Every Brand Can Learn From Dos Equis & The Lake Wobegon Effect!

Brand Assets

6 Strategic Reasons Every Brand Should Consider Using Brand Avatars:

Brand Stewards Should Consider Using A Brand Character/Avatar When….

Consumer Insights

5 Untapped Opportunities to Connect with Moms

3 Myths About Millennials Marketing You Need To Stop Perpetuating (HuffPost Business)

Insights: The 10 Habits Of Highly Effective Millennial Marketers

24 Universal Mommy Insights

Creative Problem Solving

4 Ways To Become A Creative Problem-Solver In SmartBrief

Developing A Brand Positioning Is A Creative Problem-Solving Exercise

5 Tips to Get the Most Out Of Your Virtual Ideation Sessions!

The Importance of Our Mental Frames of Reference

Your Brain Doesn’t Want You To Be Innovative!

7 Ways to Improve Your Creative Problem-Solving Skills.

5 Things Every Marketer & Strategist Should Do Regularly To Become Better At Their Job!

4 really simple ways to come up with game changing ideas.

The Four Brains of a Strategist. Which One Do you Use Most?

BtoB/IT or Messaging Strategies

9 Tips to Create A Compelling Messaging Strategy For Technology Service Providers:

The 6 Criteria Technology Buyers Use To Select A Technology Service Provider – Learning From over 650 Interviews With Corporate IT Buyers!

Y2K called; it wants it Customer Journey back!

The 6 Inevitable “Marketing Challenges” Every B-to-B Company Will Eventually Have To Address

Rigorous Quantitative B-to-B Research in Technology – Now You Can!

Top 10 Learning Resources

Jess Stokes

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