The Strengths And Weaknesses Of The Category Benchmark
Category Benchmarks are the reference point for the category. They define quality expectations. They anchor price ladders. They shape what “normal” looks like. They are widely distributed, culturally familiar, and top-of-mind. Their risk is gradual ...
Leading Brands Win On Consumer-Perceived Value
Recent brand news is full of brand value chatter. Chatter, not serious discussions. Why? Brand executives still seem disconnected from how customers perceive brand value. Consumers understand that value, not price alone, is the priority. ...
Brand Positioning Is A Leadership Decision, Not A Marketing Exercise
Brands that lead today do three things exceptionally well. They create an emotional advantage that customers cannot get elsewhere. They establish a distinctive advantage that customers recognize as meaningfully different. They build a connective advantage ...
Why Marketing Is The Conscience Of Business
From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly yet often overlooked. So, this year, I’m sharing some for your consideration. ...
Can Amazon Differentiate As A Big-Box Retailer?
Once again, Amazon is startling the retail landscape. Now, it is the arrival of a big brick-and-mortar store: 230,000 square feet. The reporters say this square footage is about the size of two Target stores ...