

To WHAT end?
It’s ridiculous, really, to say that ‘consumers don’t give a shit’. Maybe in the context of advertising when trying to get an emotional...
1 day ago


Positioning in POSITIONING
What’s your approach to brand strategy? Are you more vision or purpose? Target the whole market or a segment of it? Category entry...
Apr 10


Nearly THERE
The hardest part of a brand strategy project is when you’re really, really close. You’ve done 99% of the work - the interviews,...
Mar 27


Ladder UP, ladder DOWN
You have to be careful on a benefits ladder. Everyone knows what to do. Start at the bottom with product features, step up to...
Mar 13