How to define a winning brand positioning
If you are working on Brand Positioning for your brand, then you are in the right spot. What is a brand positioning strategy? A Brand Positioning Statement defines how your brand shows up in the market. Importantly, it should outline your ideal target consumer, the space you play in, your main message that differentiates your […]
Brand Differentiation: Fixing indifferent brands stuck in the clutter
In today’s crowded marketplace, standing out is a necessity. However, many brands remain lost in the noise, indistinguishable from competitors. These are indifferent brands—brands that behave more like commodities than unique entities. They struggle with low awareness, low purchase rates, and even lower brand loyalty. But with the right strategies, even the most indifferent brands […]
How Skechers uses ‘comfort’ to stand out in the crowded shoe market
I am a big fan of the Skechers brand. I wear them all the time. And yes, I wear their slip-ins for walking the dog, dress shoes for fancy events, and I even have their golf shoes. My wife got me hooked. She said, “You have to try these shoes.” Within seconds, I was set. […]
Ozempic Case Study – The easiest victory over diabetes and weight
Ozempic is the brand name whispered quietly at the lunch table at work or at the family Bar-B-Q–followed by, “You look great.” Ozempic is loudly joked about on the late-night talk shows or award shows. All that talk value has helped Ozempic rapidly ascend in the healthcare market, particularly in treating type 2 diabetes and, […]
YETI Case Study: How their product performance drives shockingly high prices
Buying a YETI is not a purchase, but rather an investment. That’s how the founders think of their exceptionally high priced products. In YETI Case Study, we delve into the fascinating world of the YETI brand – an unyielding player in the outdoor gear industry. YETI, renowned for its ultra-durable and superior quality products, has […]
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Tesla case study – Elon Musk runs Tesla like Steve Jobs ran Apple
While Elon Musk and Steve Jobs have very different personalities, they are one of the top brand leaders of their generations. Our Tesla case study will show how Elon Musk has used hype marketing straight out of the Apple playbook to create such an intense desire for their Electric Vehicles. Other major car brands appear […]
Coca-Cola case study: Lessons from the best Coke ads of all time
Over the past 100 years, Coca-Cola has been the best advertising brand. Sure, Nike and Apple have battled for the best over the past 40 years, but they’d need to get to 2080 before challenging Coke. There is a lesson we can see with Coke advertising. Coca-Cola advertising has been remarkably consistent in strategy, yet […]
The best Brand leaders know a little of everything
It amazes me how few people understand what a marketer really does. Even those who work beside us, who might work in sales or at our agency. Plenty of times, I have stopped them and asked, “do you know what we do?” And, their answer kinda shocked me. Wait, it scared me. The ideal brand […]
How to lead the brand planning process in your organization
Your brand planning process is crucial for success. First, conduct a comprehensive business review and establish brand positioning. Next, identify key issues and develop a solid brand plan. Undoubtedly, this process provides an opportunity to make informed decisions. By allocating your brand’s limited resources effectively, you’ll achieve the highest return. Interestingly, you may have heard […]
