Strategic positioning: How to shape what consumers think about your brand
Marketers need to stop over complicating things and take a simple, bothist approach to ...
For Elon Musk’s Tesla, there is such a thing as bad publicity
Tesla’s woes are a rare example of bad press that does harm the brand, because its CEO’s ...
Climbing the benefit ladder: How far is too far?
Have you climbed too far up the benefit ladder? Double up the 3Cs as a final acid test, ...
Nike’s turnaround has begun – but it will take a long time
Nike has triumphantly returned to its roots, focusing on sport while overinvesting in ...
Jaguar has rebranded when it needed to revitalise
Jaguar’s bizarre new campaign marks a complete overhaul of its positioning, when instead ...
Starbucks needs to cut the crap from its brand positioning
The coffee chain is a serial offender at producing esoteric mission statements, so can ...
Copy KitKat on your quest for ‘double D marketing’
Tight positioning, a respected brand heritage and refusal to overcomplicate things means ...
Good purpose, bad purpose: Marketers shouldn’t oversimplify the arguments
Brand purpose campaigns underperform ‘traditional’ marketing on average, but for the ...
Tiffany’s brand needs an update – in fashion, that means alienating loyal customers
The new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but ...
