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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2012 Trend Reports
2012 is around the corner! An exciting and challenging year awaits us. I compiled six great trend reports to help your brand navigate stormy waters in 2012. Enjoy the reports and let…
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2012 Colour Forecast by bvcolorstrategy
Jack Bredenfoerder, who is a seasoned color design and marketing professional issued his colour forecast for 2012. Mr. Bredenfoerder is specialized in color strategy, trends and forecasting. So his predictions are always…
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Branding through Collaboration
Today, I’d like to share a wonderful presentation with you. The presenter’s name is Mrs. M.J. Braide. She is a renowned brand strategist from Toronto, Canada. I watched her webinar about a…
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You and me: The Brand Relationship Theory
Do you love “the Office?” I do… In one of my favourite episodes, Michael Scott got herpes and wants to know who gave him the disease. He starts working backwards through his…
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Segmentation in B2B markets
B2C companies often use segmentation analysis, a complex tool that divides the market into different segments, separated by consumer behaviour or need. The beauty of segmentation analysis is that you can look…
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Life. Simplified.
All of a sudden, the earth has started to spin too fast. So much going on in the world. We are all overloaded with information and choices. It is not a surprise…
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Branding Through Storytelling
Recently I stumbled upon a well-written book named, “Storytelling: Branding in Practice.” Storytelling is a buzzword in the world of strategy. Unfortunately, though, it is an often-used yet seldom-understood concept. “Branding Through…
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Scarcity and escalation of commitment as means of persuasion
Last weekend we went to a factory sales event of a clothing brand. Apparently, the event was so well advertised that the factory was jam-packed with warrior/shopper women. Honestly, I can’t remember…
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Smoothies and Tim Hortons… Success or failure?
Last week we talked about Starbucks’s recent experiment of serving alcohol in some of its locations. We ended up recommending them to create a second brand. We also said, on our next…
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Alcohol and Starbucks… Success or failure?
I recently read an article by Mr. Martin Bishop from Landor about Starbucks serving regional wine and beer in some of its Seattle locations. Lately, Starbucks successfully updated its identity and announced that…