Browsing: Positioning

Starbucks has just re-learned what business it’s actually in. It discovered that its customers’ Job to be Done isn’t to…

Harley-Davidson is in trouble again. The iconic American brand faces another C-suite crisis as it is losing another CEO. And,…

We could all use a dose of neighborhood about now. The New York Times recently lamented the loss of neighborhood…

Product parity exists in (too) many categories because technology advances have enabled the ability to replicate precise competitor formulations quickly.…

Marketing leaders often focus on creative execution as the key to advertising success. But the most effective campaigns don’t start…

In our current environment, there are brands taking the opportunity to revitalize. CoverGirl and Burberry are two brands implementing turnarounds.…

It’s time for a new brand-building system to meet the shifting needs of today’s consumers. One that acknowledges that: Consumers…

Why would a brand give up on a winning brand promise? Why not contemporize that winning brand promise? Why decide…

Imagine for a minute the experience consumers encounter when grocery shopping. As they enter a store or navigate online, in…

What happens when brand magnetism starts to fade, and why are we seeing an epidemic of brands that exist in…