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 Guidelines: A Practical Overview (Part 2)
The brand guidelines document summarizes a company’s effort to integrate its visual, verbal and written communication efforts across different mediums and channels. In part 1 of [...]
A Marketer’s Guide To Writing An Effective Graphic Design Brief
The design brief is one of the most important documents in the Brand Manager's toolkit. How many times have you received a graphic proof 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 [...]
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 [...]
How Should A Premium Brand Respond to Competitive Price Pressure?
Imagine this scenario: your company owns a premium brand with a lot of history, strong local manufacturing content and positive attributes behind it. Back in [...]
How To Craft A Differentiation Strategy Based On Product Features
Positioning means being different in the mind of the consumer. One way to create differentiation is based on the product linked to a specific brand. [...]