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
niche brands
Articles and guides which refer to the idea of niche brands. This is a competitive strategy where brands choose a specific target segment that they can uniquely serve.
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Your three choices of competitive strategy in e-Commerce
May 2, 2023
Why read this? : You need a clear competitive strategy in e-Commerce to succeed. We review what Porter’s cost leadership, differentiation and focus strategies mean for online selling. Learn the pros and cons of each
Price discounts – Good or bad idea?
May 16, 2023
Why read this? : Price discounts divide opinions in sales and marketing. We share why sales teams like them, and marketing teams don’t. Learn the basic finances of a price promotion, and why context drives