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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Positioning
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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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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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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
Ural motorcycles have been around since 1942 even though most people in the U.S. have never heard of them. Urals…
August 11, 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
Harley Davidson, A struggling icon Harley Davidson is a brand that has always fascinated me. Its history is rich, its…
As human beings, we tend to over-estimate our abilities and achievements, particularly in comparison with other people. In other…
April 12, 2016 Read more
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