Abhilash Rao

Brand Narratives and Storytelling Rather than outlining specific attributes or benefits, some marketing experts describe positioning a brand as telling a narrative or story. Companies like the richness and imagination they can derive from thinking of the story behind a product or service. To help sharpen its marketing and positioning, Jim Beam,

Vocabulary gets in the way sometimes. Design is not just a profession. A customer is not only a person who buys something. A product is not just a physical object or software that you sell.

Often a brand’s positioning transcends its performance considerations. Companies can fashion compelling images that appeal to consumers’ social and psychological needs. The primary explanation for Marlboro’s extraordinary worldwide market share (about 30 percent) is that its “macho cowboy” image has struck a responsive chord with much of the

One former client, who is now the CEO of a health-care company, said if he had to identify one key element of his career success, it was realizing early on that every new role in his career carried its own particular purpose. Whether the new role came from a promotion or from a move to a different organization, his first task was always to get very