Types.
Strategy
Engaging In A “Data-Driven” Brand Transformation.
We all love a good transformation story, or as Jim Collins puts it, we witness a brand go from good to great. While that is one of the best business books of all time, many consumer brands have lost significant market share since their rise to greatness—the point is that a brand transformation isn’t a…
Strategy
A Product Positioning Framework That Wins In Retail.
Is Gatorade really the best energy drink brand in the world? What about Red Bull or Monster? The truth is that these brands have a robust product positioning framework behind them. For example, consider Gatorade’s brand positioning: “Water wasn’t made for this.” It is a powerful reminder that the body needs more than just water….
Strategy
How To Create An Impactful Brand Positioning Chart.
Ever wondered how companies develop a strong brand positioning in competitive categories? One aspect of their success is the utilization of a brand positioning chart to map out competing brands across various metrics and identify opportunities for differentiation. This chart is an effective marketing tool, enabling companies to uncover areas where they can establish unique…
Strategy
How To Execute A Partial Rebranding Strategy.
When your brand starts losing momentum, a full overhaul isn’t always the answer. Sometimes, a partial rebranding is the smarter move—revitalizing perception without sacrificing equity. Read on to learn how strategic updates can refresh your brand, reignite growth, and keep you ahead of the competition.
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