When it comes to brand positioning, it's not just about creating a catchy tagline or flashy logo. The true power of branding lies in creating a strong differentiation that sets you apart from the competition. Etymology And where does the term "brand" come from? It actually…
There's a phrase I constantly repeat: position or be positioned. In today's fast-paced world, the act of positioning is happening constantly whether we like it or not. Market players all have the potential to shape the narrative around our brand. In other words, the act of…
You are either a wandering generality or a meaningful specific. To be successful, you need to understand that you cannot be all things to all people. Us marketers call this the 'everything trap'. Instead, you must focus on what makes your brand unique and relevant to a specific…
Positioning is yin. Branding is yang ~ Andy Cunningham Everyone wants to build a brand. Few actually do. Why? Because here's a truth: you can't actually brand something. You can, however, earn a brand. Building a brand is a strategy, not an objective. In other words, brand…