Browsing: Positioning

Why do some brands spark passionate debates while others are quickly forgotten? The answer lies not in what they embrace,…

Luxury has always been built on discipline. Scarcity, heritage, and control transform objects and experiences into symbols of status. Social…

Exclusivity has always been the currency of luxury. Scarcity, discretion, and control are what transform an object into a symbol…

As a CMO or Marketing Director, you’ll know that companies tend to get more complicated as they grow. You may…

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.…