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 [...]

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: [...]

On March 20, 2015, Elon Musk, the visionary CEO of Tesla, put out this tweet: “Major new Tesla product line -- not a car -- [...]

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 [...]

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 [...]

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, [...]

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 [...]

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 [...]

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". [...]

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. [...]