Featured articles
Read More
Read now:65% of marketers fail to meet basic knowledge benchmark, reveals Ipsos study
In a landmark study from Ipsos, trained marketers outshine their self-taught counterparts in every category
Read More
Read now:“How to build better agency partnerships” – according to experts on both sides
From CMOs to agency consultants, marketing leaders on both sides of the fence share their view on getting the best out of client-agency partnerships
Brand positioning: earning relevance and difference
Positioning is one of the most misunderstood concepts in marketing. Done well, it creates ...
What are the 3Cs of marketing (and why do they matter)?
Stop overcomplicating brand positioning. Start with the 3Cs model and you can’t go wrong, ...
Strategic positioning: how to shape what consumers think about your brand
Marketers need to stop over complicating things and take a simple, bothist approach to ...
For Elon Musk’s Tesla, there is such a thing as bad publicity
Tesla’s woes are a rare example of bad press that does harm the brand, because its CEO’s ...
Climbing the benefit ladder: How far is too far?
Have you climbed too far up the benefit ladder? Double up the 3Cs as a final acid test, ...
Nike’s turnaround has begun – but it will take a long time
Nike has triumphantly returned to its roots, focusing on sport while overinvesting in ...
What are category entry points?
Category entry points (CEPs) focus on the buyer – not the brand. But marketers can ...
Jaguar has rebranded when it needed to revitalise
Jaguar’s bizarre new campaign marks a complete overhaul of its positioning, when instead ...
Starbucks needs to cut the crap from its brand positioning
The coffee chain is a serial offender at producing esoteric mission statements, so can ...
