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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Why read this? : There’s arguments for and against having a brand purpose. This article reviews both sides. Learn what brand purpose advocates focus on. This includes its role in brand identity, in inspiring customers
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
Why read this? : The role of price discounts in your sales and marketing approach can divide opinions. We share why sales teams like them, and marketing teams don’t. Learn the basic finances of a