A deck of cards is built like the purest of hierarchies, with every card a master to those below it, a lackey to those above it ~ Culbertson At the core of all communication lies a simple goal: to take root in the human mind. Your message needs to spread like…
Success breeds complacency. Complacency breeds failure. Only the paranoid survive ~ Andy Grove, Former CEO of Intel Corporation Every industry has its own champion - the market leader that dominates the competition with its massive market share, trend-setting innovation, and renowned brand reputation. For other players, especially newcomers, challenging such a…
We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by people we have never heard of ~ Edward Bernays Narratives hold immense power in driving behavior. People are moved by stories. They can have a profound impact on the way we view the world around us.…
"Do not wait for a coronation; the greatest emperors crown themselves" ~ Robert Greene Positioning is a strategic game of creating a distinct identity in the mind of market. It requires drawing clear and polarizing lines in the sand that define your brand's unique value proposition. These lines can be drawn…
Begin by seizing something which your opponent holds dear; then he will be amenable to your will ~ Sun Tzu Positioning is not an absolute, but rather a relative concept. A brand's positioning cannot be considered in isolation, but rather in relation to its competitors in the market. To be successful,…
Power is the pivot on which everything hinges. He who has the power is always right; the weaker is always wrong ~ Machiavelli There exists a class of brands that differentiate themselves solely through the strategic principle of cultivating a cult of personality. These brands possess a deep-seated sense of mission,…
In the world of marketing, attention is the ultimate currency. Brands must capture the attention of their target audience, and sometimes that means figuring out where the industry's attention is focused at the moment and how to grab it. But let's be honest, some brands don't just capture attention, they…
Does the brand fu*k?!? Brand marketers are faced with a perplexing question: how do we break through the noise and capture people's attention? One such strategy that has proven to be powerful is harnessing the emotional trigger of 'rizz.' This elusive quality, often described as a blend of…