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 walk through the steps of building an e-Commerce strategy for an example pizza delivery business. That includes an external analysis to identify opportunities, and how to plan for internal capabilities. We
Why read this? : We review the role of packaging in growing your brand. Learn how it reinforces your brand identity. How it influences decisions at the point of sale. And how it continues to play
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 you face in those areas. Learn the types of objections you’ll get, and
Why read this? : It can be hard to know where to start with e-Commerce insight. We share what we learned the first time we did an e-Commerce insights project. Learn the information sources and
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? : 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? : Customer segment profiles help you define and describe your target audience. We share how to create and use them. Learn why being able to describe your customer helps focus your marketing