Everything you want to know about brand positioning.20210210010428
Everything you want to know about brand positioning.
Some brand issues never lose relevance, never go out of fashion, never get ‘solved’ – brand positioning is at the top of that heap. No matter how shiny your technology, lack of prope...
Consumers are humans. To sell to them, get to know them.20200815213121
Consumers are humans. To sell to them, get to know them.
Funny thing about consumers. The more distant they get from a marketer, the more they tend to look like research statistics. But the thing is, consumers are humans. They’re not numbers. ThatR...
How to hone your authentic brand20200103205107
How to hone your authentic brand
‘Authentic brand’ is the cliche du jour – everyone wants one, but few people understand what it really entails. Google ‘Create an authentic brand’, and you get plenty of ...
Pushing past your comfort zone: my University of Adversity interview20190705181557
Pushing past your comfort zone: my University of Adversity interview
My journey through the world of marketing has had its fair share of ups, downs, goods, bads and uglies. So when University of Adversity podcast host Lance Essihos dialled me up to relate my stories to...
Your most powerful marketing tool is the humble testimonial video20190503004400
Your most powerful marketing tool is the humble testimonial video
Nobody wants to buy what you’re pitching. It’s simple psychology. You’re making a pitch. Thus, you have a vested interest that makes your pitch partisan, and your audience cynical. But what happ...
Use your common sense before you think positioning20180223201820
Use your common sense before you think positioning
Before you can work on positioning your product, you need to get inside the consumer’s head to figure out what the heck they’re thinking. About your product, about competitor products, abo...
Why you don’t need to be the product expert to be the product marketer20180219041325
Why you don’t need to be the product expert to be the product marketer
My job as a product marketer is to find the core truth in the brand we’re selling. The core truth is what people say about our product, unprompted and off the cuff. If we can capture that truth ...
Let your competitors do your brand positioning for you20180208055612
Let your competitors do your brand positioning for you
Brand positioning isn’t an esoteric term. It’s all about my mom. My mom was looking for a new mini-SUV. I took her shopping, intent on impressing on her the infinite superiority of my cl...
From Unique Selling Proposition to Unique Ownable Speciality20171121000830
From Unique Selling Proposition to Unique Ownable Speciality
Over the course of the last three BrandDIY posts (you can check them out here, here and here) we’ve done some heavy lifting. Specifically, we’ve figured out what you think your brand does ...