Brand Management at BrandUniq Marketing
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. [...]
Lead Generation Strategies: B2B versus B2C
I am starting a series of articles on one of the most requested topics by my readers: lead generation strategies. Providing your sales team with [...]
OpenBrand Review-Easier Marketing Collaboration?
The first thought that crossed my mind when asked to give OpenBrand a try was: "how is this file sharing platform different from Dropbox, Google [...]
(More) Marketing Misconceptions That Can Hurt Your Business
This is part 2 of the article the lists common Marketing misconceptions and how they negatively impact a business. Here are five more assumptions that [...]
5 Marketing Misconceptions That Lead to Lost Sales
Although companies have adopted modern Marketing concepts starting in the 1950' there are still a lot of myths surrounding the discipline. Below are five common [...]
10 Reasons to Adopt Socially Responsible Marketing
In April 2013 the garment factory collapse in Bangladesh caused international consumer outrage. Brands from around the world were in damage control mode after it [...]
Is Brand Differentiation A Strategy Worth Pursuing?
While publishing various articles on the topic of brand differentiation and positioning I became involved in some very interesting and intensive debates on the merits [...]
How to Perform A Competitive Landscape Analysis
Most strategic marketing projects require a thorough analysis of the competitive landscape. If you have been involved in the development of a new brand positioning, re-positioning an [...]
Luxury Branding: The Difference Between Premium and Luxury
An article on the NBC News website announces the new 2014 Hyundai Equus, with a price tag of over $70,000: "At next week’s New York [...]
Marketing a Luxury Brand-Part 2
The first article in this series listed the unique ingredients of the true luxury brand: selective ownership, timeless design, a unique brand story and of course, [...]