Lululemon’s brilliant dupe strategy should be duplicated by every brand
Lululemon fans craved products from the beloved $50 billion athletic apparel company but have been…
Browsing: Brand positioning
EFF BOMB: The magic of long ideas
James Hurman examines the 2022 WARC Awards for Effectiveness North America Grand Prix for McDonald’s,…
From Cult to Culture: It Isn’t Just About Positioning
How culture branding impacts our work In the 1960s, Al Ries and Jack Trout introduced…
The Basics of Branding
Learn what a brand is and how it can help your business. Why is it…
Why B2B Branding Is More Important Than Ever
For years, B2B brands invested more in sales and product than in brand marketing. The…
It’s Time for Chief Market Officers to Play Offense
The role of the CMO has been under attack in recent years. Two out of…
A Revolution to Humanize B2B Brands
A fundamental shift is occurring in business that’s having profound implications for B2B brands. Despite…
How 3 CPG Companies Invigorated Their Brands Through Plastic Neutrality
The Plastic Neutral Certification enabled these brands to immediately address the growing concerns of their…
How Higher Education Marketers Are Navigating COVID-19
How to plan your marketing efforts and campaigns during the COVID-19 crisis With the rapidly…
A Better Way to Map Brand Strategy
Marketers have always had to juggle two seemingly contradictory goals: making their brands distinctive and…