Is Brand Just Messaging?
Mistaking messaging for brand is like mistaking a house for its paint color. Your brand positioning is the real estate – the “position” – you own in the mind of your customer. When chosen deliberately and honestly, that position is both meaningful to your customer and unique to your business.
- 30/05/2018
- 3
What is a Benefit Ladder and How does it help my Business Grow?
Time travel for a minute. It’s 1975, and Procter & Gamble has just created Bounce laundry dryer sheets. This is a new category, so the world did not yet know what dryer sheets were. Prior to this, there was no such thing as dryer sheets. And Bounce launched this brand-new type of product with a functional benefit of wrinkle-free clothes. Because this Bounce dryer sheet contains wrinkle-relaxing ingredients, you put them in the dryer, and voilà, your clothes are wrinkle-free.
- 30/05/2018
- 2
What is a Brand?
“Brand” is one of these words that gets used so broadly that sometimes it’s hard to know what someone really means when her or she uses it.
- 31/03/2018
- 6
What is My Brand’s Mental File Folder?
"People can only buy from your business if they have first paid attention to it. And attention is a scarce resource these days."
- 12/03/2018
- 5
Is Brand Strategy a Creative or a Logical Exercise?
Brand is neither purely analytical nor solely emotional – it’s both.
- 11/03/2018
- 5
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