A brand can tell a powerful story by focusing on its purpose. The concept of brand purpose has become very…

One of the core premises of my book “The Brand Positioning Workbook: A simple how-to guide to more compelling brand…

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…