Browsing: Positioning

Most leaders understand positioning. They know their brand needs to stand for something clear, relevant, and defensible in the minds…

Ferrari’s recent introduction of the Luce, its first fully electric four-door model, has sparked exactly the kind of controversy one…

Alongside category design, messaging, storytelling, and thought leadership, positioning is where your company claims its strategic seat within the market’s…

Each year, research firms such as CB Insights analyze why both startups and new products from mature companies fail. On…

Visual communication is now one of the primary ways buyers judge credibility, understand value, compare options, and decide whether a…

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…