Understanding Vertical Brand Differentiation Strategy

In today’s fiercely competitive and noisy environment, the need for strategic brand differentiation is acute. At the macro level, a brand can be differentiated vertically, horizontally, or pursue the cost strategy. This article Continue Reading

Book Review: Hooked: How to Build Habit-Forming Products by Nir Eyal

The first thing I do every morning is rush to my phone and check my emails. Every evening I promise myself to follow a different morning routine: drink my cup of coffee, relax my mind and plan the day ahead. And yet when the next morning comes, I am back to the same old habit. If you […]

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Low Budget Marketing: How to Successfully Compete and Win

This is a guest post by Julian Padurariu*.  Low budget marketing is one of the most popular topics during marketing conferences and training camps I frequently attend. As a marketing practitioner, I have been confronted with this exact challenge starting with the first serious projects I was involved in as a Marketing Manager or consultant during the […]

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The 8 Crucial Laws of Rebranding [Infographic]

This is a guest post by Michael Yunat*. A brand is much more than a name. It creates an identity that consumers can associate feelings with and give attributes to. A brand can include anything from a choice of font in a logo to a flagship product to even a signature sound. Many companies that have […]

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Pricing Strategy: How To Find the Optimal Price for Your Product or Service

If you’ve ever been involved in setting up the pricing strategy for a product or service you know how challenging the task can be. Charging too little might have a disastrous impact on profitability, while charging too much might leave you with no customers. The classic demand curve shows that a lower price results in more […]

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Luxury Marketing: Should Luxury Brands Sell Online?

The number of luxury consumers reached 330 million in 2013, up from 95 million in 1995, according to a study released by Bain and Company earlier this year. That’s a healthy 300% increase over almost 20 years. The same study predicts that 10 million customers will be joining the segment every year, bringing the total […]

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Marketing Challenges: Breaking Though The Noise

What do you think is the biggest challenge Marketers face? A good friend of mine who is also a Marketer asked me this question. It took me a while to come up with an answer. My biggest marketing challenge is making the brand message heard in a noisy environment. Let me explain. There are many […]

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How to Deliver on Your Brand Positioning

In 1997 ING Direct disrupted the Canadian retail banking with a very narrow positioning: “the bank of choice for those who want to save money”. The product offering was very simple: a savings account that paid significantly higher interest than all Canadian major banks, and no service charges. How was ING Direct able to deliver […]

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Brand Promise and Strategic Trade-Offs

In 2008, when asked if Apple plans to offer an entry-level notebook, Steve Jobs replied: “There are some customers which we chose not to serve. We don’t know how to make a $500 computer that’s not a piece of junk, and our DNA will not let us ship that… We’ve seen great success by focusing […]

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How to Perform An Industry Analysis Using Porter’s Five Forces

Important business decisions such as entering a new category or market segment require in-depth strategic analysis. Some of the more important questions that need an answer are: How attractive and profitable is the category I plan to penetrate? Is it feasible for my company to enter this category? What are my chances of successfully compete […]

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