Branding
Safety Brands
Preference is an important measure of brand strength, yet it has many dimensions. One of those relates to safety.
Sunday, March 4, 2018
Tag: Positioning
Research
Focused and Fit
Knowing whether the glass is half full or half empty makes all the difference in messaging to your target audience
Sunday, September 24, 2017
Strategy
Are You In or Not?
Making consumers feel that they are on the outside looking in is a common marketing tactic, but recent research indicates it might be very risky.
Sunday, June 18, 2017
Branding
What it really means to be a Challenger Brand
Challenger brands are a unique species identified by three essential qualities.
Friday, December 7, 2012
Branding
Stake Promises, Not Positions
Though they are often used interchangeably, a brand promise is very different from a brand position.
Monday, February 20, 2012