That's differentiation. The difference between what you offer ... Attempting to be a "me, too" or copycat is not usually a successful strategy. What's Expressed by a Brand? Positioning establishes ...

A brand’s ability to forge meaningful connections often lies not in what a brand offers, but in how it resonates emotionally ...

In a nutshell: how do you differentiate your brand? This article will explore some categories of brand differentiation and suggest a few tried-and-tested strategies your company can adopt to ...

In the third article in a 2025 Consumer Outlook series, experts offer insights on how brand positioning must evolve with shifting markets. To read the first article in the series, click here.

Startup founders often lack time but they should invest resources in identifying a winning brand position that will then drive all their strategic decisions.

This ‘new’ course was designed the best part of a century before my Californian country club existed! This evening I am talking about Brand Portfolio Strategy because I have come to believe that, even ...