"Love me or hate me, but whatever you do – just don't like me" Every strong and focused brand, just like every strong and focused person, creates a love-hate dynamic. In fact, the better you are at creating a strong, clear brand position, the more likely you are to find a…
Taglines are not the same as positioning statements. A tagline is a short, catchy phrase that summarizes the brand's message and creates a memorable impression in the minds of users and developers. The main goal of a tagline is to create brand recognition and differentiate the brand from its competitors.…
Brands can come in two forms, with or without a head. A head-brand has a human being at the forefront, serving as the charismatic leader of the organization or group. These figures become synonymous with the brand they represent, such as Elon Musk at Tesla and SpaceX, Richard Branson at…
When it comes to brand positioning, it's not just about creating a catchy tagline or flashy logo. The true power of branding lies in creating a strong differentiation that sets you apart from the competition. Etymology And where does the term "brand" come from? It actually hails from the world…
There's a phrase I constantly repeat: position or be positioned. In today's fast-paced world, the act of positioning is happening constantly whether we like it or not. Market players all have the potential to shape the narrative around our brand. In other words, the act of positioning happens whether we…
You are either a wandering generality or a meaningful specific. To be successful, you need to understand that you cannot be all things to all people. Us marketers call this the 'everything trap'. Instead, you must focus on what makes your brand unique and relevant to a specific group, and…
Positioning is yin. Branding is yang The desire to establish a brand is pervasive in our society. However, most overlook a crucial component of the branding process: positioning. Without careful attention to positioning, even the most innovative and compelling brand may fail to resonate with its intended audience. Hence, it…