Browsing: Positioning

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…

While the term strategy is invoked routinely in marketing plans, in truth, actual strategy is often missing, misapplied, or simply misunderstood.…

In 2018, Harvard Business Review included an article on its website titled, “ When It’s Smart to Copy Your Competitor’s…

If you are a person of a certain age, you remember that a food revolution took hold in the late…

There is a lot riding on Brian Niccol’s shoulders as he takes the helm at Starbucks. Barron’s, the financial newspaper,…