You would be surprised how many companies come in and tell us that they don’t know how to organize their products or services. They just sell them and have never really thought about creating groupings of products. Then we create their webs..
Too often, even marketing professionals don’t bother to sit down and consider the question, what is a brand? Here we take you through some good brand definitions, then share our brand definition, and the implications. So, what is a brand? W..
A market research report lands on your desk, how do you critically evaluate it? Here we look at the five steps you need to work through, to ensure that you get best value from your research. The role of research is to provide information to..
It takes time to explore the meaning of words with your brand team, but it is well worth the effort. As you explore words, you’ll likely create greater focus, using your new found brand positioning skills to define a more distinctive and m…
Are you working as a brand manager? Or planning a career in brand management? You’ll discover skills and knowledge throughout this site, but they’re of little use without the brand manager’s mindset. Cultivate the right mental attitudes and..