Articles and guides which relate to the idea of a functional benefit. This is a more tangible benefit usually related to a specific feature, as opposed to a more intangible emotional benefit.
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Why read this? : We share branding lessons from 3 great marketing books. Learn why brands must offer more than a functional benefit. Plus, what makes a brand charismatic and different. And the 6 key
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
Why read this? : The benefits of subscription models aren’t always obvious. We look at how different models offer different benefits like value, convenience and discovery. Learn what delivering these benefits means for your brand
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