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 use the 5Ws approach on e-Commerce market research. Learn how asking who, what, where, when and why helps you work out how to research online shopping. Read this to learn how
Why read this? : We walk through the steps to build an e-Commerce strategy for an example pizza delivery business. Learn how an external analysis identifies opportunities, and how to plan internal capabilities. We then review
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 learn
Why read this? : We look at how to improve the Direct-to-Consumer (D2C) experience for your customers. Learn how to sharpen your thinking with insights, competitive strategy and positioning. And then learn how to turn those
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 where you start when you’re looking for e-Commerce insights. Learn from the information sources and key processes we used on our first ever e-Commerce insights projects. Read this to
Why read this? : The benefits of subscription models for customers and brands aren’t always obvious. We share how different subscription models deliver different benefits like value, convenience and discovery. And then we show what delivering
Why read this? : We go through the key steps in the segmentation research process. This process helps you divide customers into groups who have similar needs. Learn why these segments matter. And learn how and
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
Why read this? : We share how to create and use customer segment profiles to define and describe your target audience. Learn how and where to use these profiles to make your marketing story more relevant.