How Well Do You REALLY Understand Brand Positioning?

How Well Do You REALLY Understand Brand Positioning?

People in the real estate business will tell you that there are three important factors to consider when buying a property. Location. Location. Location. Likewise, there are three important factors to consider when marketing a brand. Positioning. Positioning....
Maximizing Special Events and Sponsorships

Maximizing Special Events and Sponsorships

Events and Sponsorships – Leveraging the Brand Strategy This is where you can have a lot of fun in integrated marketing communication. The brand strategy you want to leverage with events and sponsorships is associative imagery.  It literally elevates brand...
Human-Centric Marketing for SMEs and Startups

Human-Centric Marketing for SMEs and Startups

“I don’t have the time or the money for marketing, I need to focus on running my business.” This is probably one of the most common complaints about marketing in the startup and small and medium enterprise (SME) world. Although different in their concepts and context,...
Marketing in a Post-Crisis World

Marketing in a Post-Crisis World

Post-Crisis and Brand Pivot In the past, we addressed the need to do a brand pivot during the lockdown (and now during the beginning of a Post-crisis life) because customer attitudes are altering significantly. A brand pivot doesn’t mean a complete repositioning but,...
Brand Positioning to Stakeholders

Brand Positioning to Stakeholders

Creating a brand positioning targeting different stakeholders is not so different from how and why you build a brand positioning targeting consumers. The fundamental point is that if you want someone to take action, you must make it meaningful and worthwhile for them...