Brainstorms and in-person workshops are an essential part of my work as a brand strategy and positioning consultant. Or “were…
Positioning
I recently got really excited by a vacuum cleaner, the sub-segment it is playing in and by how one brand…
I recently had the pleasure to be interviewed by the Louis Grenier, the host of one of my favorite podcasts…
As a savvy marketer, you know that every successful brand positioning needs to be able to provide a compelling answer…
I launched the Positioning-Roulette flashcards almost four years ago. The printed version is now in its second edition and by…
This list is a by-product of a project I’m currently working on. I hope that it helps demystify a little…
First-The-Trousers helps organizations of all sizes and shapes in both Europe and the U.S. develop compelling brand positioning platforms and…
Ural motorcycles have been around since 1942 even though most people in the U.S. have never heard of them. Urals…
I recently came across three different advertising campaigns targeting moms that allow for a nice comparison between what I believe…
Craft Beers: a compelling sub-segment brand story The last decade has been host to a quick rise of craft breweries…
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