6 Common Causes of Brand Failures

The news earlier in 2015 that Mexx is closing all its Canadian stores came as a huge disappointment for my family. Disappointment because The Dutch retail chain was our favorite place to shop for clothes: the quality was good, and prices reasonable. Surprise because Mexx stores were some of the busiest places at the malls […]

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A Simple Guide to Writing an Effective Brand Positioning Statement

When it comes to business strategy, many companies tend to be reactive, rather than proactive. Managers of all sorts are quick to deviate from the strategic plan for short-term gains, rather than staying the course and pursuing initiatives that match the brand’s strategic objectives. Writing a compelling brand positioning statement is often the solution to […]

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Branding Inspiration: How A New Business Can Enter and Succeed in a Highly Competitive Category

This marks the start of  the “Branding Inspiration” series of articles that will focus on newly launched brands that have become successful in super competitive categories. I hope these success stories will prove that it’s not impossible to enter and carve a niche  in mature categories with the right differentiation strategy. These brands will also provide you with needed inspiration […]

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Brand Packaging: The Secret Weapon To Creating Buying Preference

About 6 years ago I was in charge of launching a new brand in the durable goods category, consisting of over 1000 products, with everything it involves: brand differentiation and positioning, product sourcing, brand identity creation, packaging design, and communication strategy development. The most difficult decision we had to make was how to differentiate the new brand […]

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Luxury Marketing: The Difference Between Fashion and Luxury Brands

The launch of Apple’s 18-Karat Rose Gold edition of the Watch, with the price tag of $USD 12,000, and supported by a stylish 12-page spread in Vogue magazine has signaled to many the company’s expansion into the luxury segment. The hiring of Angela Ahrendts from the British luxury brand Burberry was considered the first move in the same direction. […]

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How Important Should Social Media Be In Marketing Your New Business?

On March 20, 2015, Elon Musk, the visionary CEO of Tesla, put out this tweet: “Major new Tesla product line — not a car — will be unveiled at our Hawthorne Design Studio on Thurs 8 pm, April 30” Within 10 minutes of posting, Tesla shares jumped 4%, adding close to $US 1 billion to its […]

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Book Review: “The Management of Luxury”

Luxury branding is the favorite topic among the readers of this blog. My previous articles on how to manage luxury brands received the most number of shares and some passionate comments and opinions. Luxury brand management doesn’t receive the coverage it deserves, given the positive dynamics within the segment. According to Bain & Company, the number of […]

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Fifty Shades of Branding

This is a guest post by Melissa Kelly*. From building brand authority to dominating the market, what does it take to manage your brand in a changing digital world? In this work-appropriate slide show, you’ll discover statistics on brand management and best practices for helping your brand evolve today. Fifty Shades of Branding from WebDAM […]

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Better or Different? An Introduction to Horizontal Brand Differentiation

The options to differentiate a brand can be narrowed down to three: “better”, “different”, or “cheaper”. In a previous post we discussed the “better” strategy a brand can pursue through vertical differentiation. A brand can differentiate vertically by positioning itself on the quality ladder, and supporting that claim through price and attributes to justify it. […]

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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 explores the vertical differentiation strategies. Horizontal differentiation and the cost strategy will be addressed in future blog posts. What is Vertical Differentiation […]

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