A Marketing Campaign That Stands Out
Although most of my posts are focused on marketing strategy I sometimes feel the need to highlight some outstanding advertising work that I believe stand [...]
Marketing a Challenger Brand
In a previous post I offered a few suggestions on how to market a leading brand. I concluded that the overall objective of the category [...]
Starting a New Business? Here Is Your Marketing Checklist
The idea of starting a business is very tempting for many of us for different reasons: you have a great idea or an opportunity that [...]
Points of Parity versus Points of Differentiation
The abundance of choices makes it tough for brands to compete, and customers to decide. The first questions brand owners usually face during discussions with [...]
The Skills of A Great Marketer
Marketing requires a very complex set of skills. Hiring a good marketer to build a brand and grow a business might be an intimidating task. [...]
Criteria for Choosing a Brand Name
Choosing a brand name is an important task. In a previous post I listed the four categories in which a brand name usually falls: family [...]
Differentiation Strategy: The “Me Too” Strategy Can Damage A Premium Brand
A friend of mine, the proud owner of a BMW, sent me the e-mail above. He was outraged, and rightfully so. A premium car manufacturer, [...]
Naming Your New Brand
One of the first challenges every marketer faces when launching a new brand is choosing a name for it. Naming is very important in the [...]
The Importance of Keeping Your Brand Focused
In 2010 Strategy Magazine selected “Mark’s Work Warehouse” as recipient of their “Brands of the Year” award for “developing a strong brand identity through a [...]
The Brand Slogan: How to Choose a Meaningful One
The brand slogan should summarize its positioning and give the customers a quick glimpse into what your brand stands for. Besides summarizing the brand positioning [...]