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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Positioning
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I recently had the pleasure to be interviewed by the Louis Grenier, the host of one of my favorite podcasts…
August 28, 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 three 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
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First-The-Trousers helps organizations of all sizes and shapes in both Europe and the U.S. develop compelling brand positioning platforms and…
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
I recently came across three different advertising campaigns targeting moms that allow for a nice comparison between what I believe…
June 29, 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…