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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First The Trousers
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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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I am a big fan of the Everyone Hates Marketers podcast, even before I was invited by Louis Grenier to chat about “26…
September 16, 2020 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