 What is Brand Positioning? Put simply, brand positioning is the process of positioning your brand in the minds of your customers. Brand positioning is also referred to as a positioning strategy, brand strategy, or brand positioning statement. Popularized in Al Ries and Jack Trout’s bestselling Positioning: The...
What is a Go To Market Strategy? How does your business connect with its customers? How do you deliver your unique value to your target customers? How do you go from the initial connection with a potential customer to fulfilling your brand promise? The answer to these...
Every business exists to create value—for customers, employees, and stakeholders—but lasting value isn’t built on transactions. It’s rooted in deep, emotional connections with customers. Customer loyalty drives short-term wins through repeat business and advocacy, but its real power lies in the long game. Loyal customers stick...
As a leader, navigating the evolving landscape of advertising can be a daunting task. The recent findings from the Profit Ability 2 study offer critical insights into how advertising remains a profitable growth driver, albeit with nuances shaped by sector, scale, efficiency, and time. Let's dive into...
After 25 incredible years consulting with retail giants like Kohl’s, Walmart, and Scheels, I’ve grown to deeply appreciate the ever-changing, dynamic world of retail marketing. Few industries challenge you like retail does, pushing you to think fast, adapt faster, and innovate constantly. In retail, marketing isn’t...
There are critical moments in a company’s journey when revisiting or completely overhauling your brand identity becomes essential. Here are a few scenarios where brand experts can help elevate your organization: New Company, Product, or Expansion Launching a new product or entering a new market demands...
Peter Drucker said, "Results are obtained by exploiting opportunities, not by solving problems" That reminds you that…. To effectively plan for results, we must continuously ask key questions: What results are we committed to achieving? What objectives will bring us closer to realizing our vision? What needs to change to...
In the grand theater of business, many companies believe they hold the script, the spotlight, and the applause. They craft clever taglines, design eye-catching logos, and roll out polished ad campaigns, all hoping to define their brand. But here’s the twist: While you may think you’re the director,...
In today's hyper-competitive market, the difference between a thriving company and a struggling one often comes down to one key factor: Brand. While products are created in factories, brands are created in the minds of consumers. This distinction is critical for CEOs who want to lead their companies...
In today’s interconnected world, brand identity is no longer confined to local storefronts or national borders. It transcends physical spaces, reaching customers across the globe and through virtual platforms. As a CEO, comprehending how your brand is expressed at various levels—from personal interactions to global and virtual...