Being No. 1 in a Market or Category… What’s the (big) deal?
“We Must attain the No. 1 position!” ….. “It is time for our brand to become No. 1!” Why? What is it about being No. 1? Surely it is more than pride? After all,...
Monthly Archive: July 2022
How important is it to DIFFERENTIATE?
We often hear about brands being “different” or brands being “well differentiated” from others. We assume this implies being “different” from competition in the consideration set. Approach to Differentiation What exactly is differentiation for...
Marketing – Strategic Thinking OR Tactical Execution?
Creating marketing plans can be an arduous task. On one hand, a part of the leadership team wants a strong strategic frame work, on the other, there are those who want more focus on...