What’s the purpose of brand purpose?
February 13, 2023
Why read this? : We look at the arguments for and against brand purpose. Learn why those for it say it’s a key part of your brand identity and point of difference. And learn why those
benefit ladder
Articles and guides which refer to benefit ladders. This is a marketing and brand term which looks at different levels of benefits which might appeal to customers from functional features to deep emotional benefits.
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The benefits of subscription models for customers and brands
January 30, 2023
Why read this? : The benefits of subscription models for customers and brands aren’t always obvious. We share how different subscription models deliver different benefits like value, convenience and discovery. And then we show what delivering
How to use storytelling in marketing
March 1, 2023
Why read this? : We look at how lessons from storytelling can improve the impact of your marketing communications. Learn why stories are such an effective way to communicate, and what that means for marketing. And
E-Commerce positioning – a perfect place for marketing and e-Commerce to connect
January 31, 2023
Why read this? : Your e-Commerce positioning defines which shoppers you go after and how you’ll persuade them to buy. We share how you create a positioning map and statement. Learn from our examples of