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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What’s in a name?
I love working with a brand named after its founder because they make my life much easy. The majority of brands still communicate merely what they’ve got (their products, their services, or…
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The art of effective writing
Almost a year ago I decided to start this blog, primarily because I realized that as a non-native speaker, I needed to improve my writing skills, a problem far beyond writing error-free…
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FREE! advice to sell more products
Recently, I had to empty my apartment in Toronto. So, I decided to sell all my furniture. I managed to sell big items like mattress and sofa, but I had difficulty in…
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The role of respect in brand building
As a citizen of a developing country, I am used to being treated as an afterthought by my municipality. Usually, everyday people like myself feel “blessed” when the governing bodies of our…
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Exploring Career Trajectories in Branding: An Insightful Guide from a Practitioner
Last week, I had the enriching experience of guest lecturing at McGill University. The engagement was not only enjoyable but also intellectually stimulating, especially considering the insightful, career-oriented queries raised by the…
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How to choose your brand’s name?
Coined words or descriptive ones? Family names or acronyms? What to do? How to decide? Today, I will give you some tips on identifying the type of name you should choose for…
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Why do mission statements suck?
“To satisfy our customers’ desires for personal entertainment and information through total customer satisfaction.” Years ago, Seth Godin found and shared the above mission statement. Sure, it is a terrible one. But,…
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How to discover what do your customers really want?
Previously we claimed that people fly Porter primarily because of convenience and not chicness. Also, we recommended that you could force your customers to trade off attributes so that you can find…
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How to discover what your customers really want?
Previously we claimed that people fly Porter primarily because of convenience and not chicness. Also, we recommended that you could force your customers to trade off attributes so that you can find…
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What can you learn from Porter Airlines? – The Bad
Last week we talked about the good branding decisions Porter Airlines make. However, we ended by saying that nobody’s perfect. Porter is not an exception. Here is why…