One in a series of blogs concerning baranding basics. This entry: how to build a brand platform.

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Number four in a series concerning the sequence of activities in branding a new business or product. Brand Smart from the Start.

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Fourth in a series of basic branding steps for entrepreneurs who want to “Brand Smart from the Start”. This post speaks of differentiating you from competitors.

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Positioning is the third step in developing a brand. It relies on research to identify attributes important to the market, and how competition is delivering on those attributes.

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Number 2 in a series for entrepreneurs on establishing their brand from the beginning: Brand Smart from the Start

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Having developed a great tagline – Never Follow – how come the Audi looks like a Chrysler?

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Let’s say you’ve invented a new product that will require tons of capital to bring to market.

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When Al Ries and Jack Trout first introduced positioning in their 1981 breakthrough book, Positioning: The Battle for Your Mind (I own a first edition), they espoused the idea that market participants were responsible for positioning products. In other words, customers perceived products differently one from another. As marketers, we could measure those perceptions and [...]

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