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? : 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 explore the 3 key marketing benefits of creative thinking. Learn how to use it to differentiate, drive customer experience and develop brand assets. Read this to learn how to sell
Why read this? : We go through a 5Ws on e-Commerce market research. Learn the key types of question to ask when researching online shopping. Read this to learn how to structure your thinking and
Why read this? : We walk through the creation of an e-Commerce strategy for an example pizza delivery business. Learn how to identify opportunities, and plan capabilities. We share the key decisions which drive the
Why read this? : We review the role of packaging in growing your brand. Learn how it reinforces your brand identity, and influences customers before, during and after the point of sale. Read this to
Why read this? : We look at how to improve your customers’ Direct-to-Consumer (D2C) experience. Learn how to sharpen your thinking with insights, competitive strategy and positioning. Then how to turn those thoughts into customer-facing
Why read this? : Building a market attractiveness model helps you decide which customers to target. We go through the process of how you build one. Learn from our example how to gather the data and
Why read this? : Launching a new D2C store challenges functions like sales, IT and supply chain. We share examples of typical barriers they put up. Learn the types of objections you’ll get, and how to
Why read this? : We look at how to start looking for e-Commerce insights. Learn the information sources and processes which got us through our first e-Commerce insights project. Read this to learn how to
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? : We go through the key steps in the segmentation research process. Learn how researching customer segments makes your marketing plans more targeted and impactful. Read this to learn how to make
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