Articles and guides which relate to the use of brand positioning. With a focus on how it relates to marketing, creative and e-Commerce.
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Why read this? : A market attractiveness model helps you decide which segments to target. We share how it works with an example of a common targeting decision. Learn the types of data you can
Why read this? : Launching a new D2C store challenges functions like sales, IT and supply chain. We share examples of typical challenges you face in those areas. Learn the types of objections you’ll get and
Snapshot : The first time you look for e-Commerce insights, it’s not always clear where to start. So this week we share lessons from our first ever e-Commerce insights project. Learn about the free information that
Why read this? : Subscription models bring benefits for both customers and brands, but they can be complex. We share how different models deliver customer benefits like value, convenience and discovery. Learn what it takes
Why read this? : Segmentation research helps you split the market up into groups of customers with similar needs. We share the key steps that make up the process. Learn how and where it fits
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
Snapshot : Customer targeting decisions are an important part of brand management. Customer segment profiles help you define and describe your target customers. We’ll share how to use them to create a shared understanding of