Positioning
How a brand claims a place in a market where competitors offer much the same thing at much the same price. Positioning, differentiation and value propositions, including the hardest version of the problem: justifying a premium when the buyer can’t see the difference.
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How funny your brand should be?
Back then, I was collaborating with a renowned agency on a re-branding project. Upon completing nationwide research, we started working on brand personality, one of the building blocks of brand strategy. At…
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How to advertise tax preparation?
You’ve probably heard the famous proverb: in this world, nothing is certain but death and taxes. As correct as that fatalistic and sardonic saying is, in this day and age- it is…
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Top Trends in 2019
Another new year, another collection of top trend reports! What was trending in 2018? Which trends will still be relevant in 2019? And, what emerging trends you should pay attention? We have…
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Top Trends in 2018
Top trends reports that predict what will happen in 2018
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How to bring your brand tension to life?
Brands are becoming less and less distinct, and there is reliable data that supports this trend. Interestingly however, the ones that break away from their categories have something common: They integrate two…
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How to differentiate your brand? Part 5
How to differentiate your brand? Part 6Over the last two decades, brands have become 200% less distinct from one another. The ones that stand out, however, have something in common: They integrate two…
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How to differentiate your brand? Part 1
Here is the news flash: Over the last two decades, brands have become 200% less distinct from one another. The ones that stand out, however, have something in common: They integrate two…
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Top trends in 2017
Our annual trend report collection is out! If 2016 was any indication, 2017 is going to be a challenging year. What has been trending this year? Which movements will emerge next year?…
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Your brand needs tension
When Stephen Hawking was asked, how he has sold more books on physics than Madonna has on sex, he famously said, “Someone told me that each equation I included in the book…
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How to create a brand personality that stands out
In the field of communications, there is a rule: If you want to turn off your audience, then use Latin words! To tell you how to create a brand personality, I will…