Browsing: Positioning

Never confuse the customer. Once, at an advertising agency meeting with our IHG client, one of the agencies admitted that…

For more than twenty years, The Blake Project carried the same identity into the world. It was there when we…

AI has put an end to emotions in marketing, we are told. Just look at what LLMs rely on in…

For C-suite leaders facing massive disruption whether from AI, tariffs, or global realignment the question of brand positioning is no…

Peloton, Kohl’s, Target, General Mills, Macy’s have something in common. These brands are engaged in brand turnarounds. Some of these…

When an iconic brand begins to fade, the decline is rarely dramatic. In iconic brands, financial performance often lags changes…

Brands that lead today do three things exceptionally well. They create an emotional advantage that customers cannot get elsewhere.They establish…

Once again, Amazon is startling the retail landscape. Now, it is the arrival of a big brick-and-mortar store: 230,000 square…

For twenty years, the CPG innovation failure rate has remained between 70% and 90%. During that same period, the industry…

Probably no surprise to those who chronicle our fractured behaviors, we have become unwilling to compromise. As uncompromising consumers, we…