Brand Positioning Strategy: 3 Common Errors and How to Avoid Them
The last couple of weeks I have been busy discussing and providing brand development estimates for a few start-ups. Ambitions entrepreneurs usually have a very [...]
Differentiation Strategy: Can A Brand Be Positioned on Country of Origin?
In a famous advertising campaign dating back to (I think) 1975, Stolichnaya, the Russian vodka brand, famously stated: "Most American vodkas seem Russian". In this [...]
As the Branding World Evolves
This is a guest post by Richard Baker*. In 1956 CBS and Procter and Gamble launched a TV icon soap opera entitled As the World [...]
How To Create a Differentiation Strategy Based On Superior Service
This is the second article in the series about creating an effective brand differentiation strategy for long-term competitive advantage. In a previous post I explored product-based [...]
Differentiation Strategy: How to Gain Competitive Advantage Through Product Leadership
I am a big believer in the fact that the only way a brand becomes successful is through a smart differentiation strategy. Today I am starting [...]
Brand Management 101: Five Principles of Highly Effective Branding
I am very passionate about the brands I admire. All my friends and colleagues know that Cervelo is my favorite bike company and I am [...]
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 [...]