Branding

I have more Apple boxes in my garage than I have Apple products in my office. This is a little embarrassing to admit, but I can’t get myself to throw them away. Those pristine white boxes with their p...

“We don’t advertise” is a common refrain I see in founder stories. It’s usually a way to communicate product quality. Our product is so good we didn’t have to advertise. Ads are expensive. So not adve...

Three marketing bottlenecks keep B2B brands stuck at a certain revenue level: Wrong Positioning, Ineffective Messaging, Weak Distribution. These problems keep the business from growing to its next sta...

Everyone seems to call the short-form description of a brand by different names; brand DNA, big idea, brand essence or shout from the mountain. I keep it simple by calling it the organizing brand idea...

Brand positioning is the strategic discipline of defining what a brand means, who it matters to, and why it exists in the market, ultimately shaping its market position. It shapes how customers percei...