Marketing Flaws For Powerful Brand Differentiation
April 30, 20183 min
In 1982, Levi’s launched black jeans in the UK. At the time denim was invariably blue so Levi’s wanted to capture the rebellious spirit of those opting for black.
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April 2018 - Branding Strategy Insider
7 Ways Ueber-Brands Define A New Era Of Prestige
April 27, 20185 min
Five years ago we embarked on an extensive research into what drives the success of certain class of premium-priced brands that seem to flourish, rather than fade as time goes by and we get to know them more.
How Robocalls Hurt Brands
April 26, 20183 min
Cheap marketing tactics are either wickedly brilliant one-offs or profoundly stupid. This piece focuses on the latter.
How Purpose-Driven Stories Propel Brands
April 25, 20182 min
There’s a natural tendency for businesses, salespeople and marketers to make feature-benefits the focus of their brand stories.
Brand Leadership Requires Self-Awareness
April 24, 20184 min
Companies find it enormously difficult to maintain self-awareness as the crises of growth hit and to make a realistic assessment of their vulnerabilities.