Tag Archives: marketing

3 Problems With Positioning Statements

The concept of positioning statements has been around for decades, however just because you know what positioning is, doesn’t mean you understand how to do it. The classic positioning statement is a fill-in-the blanks exercise where you create a single phrase that encapsulates what your offering is about relative to your competition. It usually looks something like this: There Are ...

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Driving Digital Strategy to Reimagine Your Business

Recently I had the opportunity to interview Sunil Gupta, the Edward W. Carter Professor of Business Administration at Harvard Business School, where he is the chair of the General Management Program and co-chair of the executive program on Driving Digital Strategy. His research examines the impact of digital technology on consumer behavior, business, and society. Dr. Gupta is the author ...

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The Opportunity Cost Of Not Innovating

It seems to be ingrained in businesses to ask, “what’s the cost?” when considering a new innovation, but rarely do they ask, “what’s the size of the opportunity we miss if we don’t do this?”.   Business history is unfortunately plagued with examples of companies that have paid a high price for not innovating. Such as AT&T missing the mobile ...

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Innovation – More Powerful Than Marketing?

What always surprises us when working with big companies is that innovation is usually primarily seen as a growth tool. It is less commonly talked about as a brand-building tool. That’s usually seen to be the domain of big advertising campaigns that supposedly land enduring brand values. What if the best form of marketing wasn’t, in fact, marketing? At The ...

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The Eco Lux Trend – Is Your Brand Missing Out?

Like it or lump it, the “eco” market is not going anywhere. 66% of global consumers say they are willing to pay more for sustainable brands (Bain & Company). Despite global economic instability, last year the luxury market grew by 5% to an estimated €1.2 trillion globally (Bain). And Europe regained its place as the top region for luxury sales ...

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Brand Essence: The Rock’n’Roll of Business (Part Two)

One real power of a brand is that it serves as a tuning fork for an organization, helping them quicken strategic decisions, vetting new opportunities, and making hard choices when projections are slipping away from the target. Nothing kills brand value more than short-term revenue focus. When the deafening sirens of Wall Street start signing, listening to the essence of brand can keep a company from wrecking on its own overexcited ambition. Brand is the moral DNA of an organization, and therefore it’s crucial to...

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