Abhilash Rao

there are three tools you can use to unlock your creative genius. Run an energizer. This is a quick exercise that can get you (or anyone who wants to participate) to laugh and relax. This frees your brain up from tiresome “executive functions” like weekly meetings and reports, and gives you access to the unrelated knowledge and experience that can

A good positioning has one foot in the present and one in the future. It needs to be somewhat aspirational so the brand has room to grow and improve. Positioning on the basis of the current state of the market is not forward looking enough, but at the same time, the positioning cannot be so removed from reality that it is essentially unobtainable.

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 common challenge in positioning is that many of the benefits that make up points-of-parity and points-of-difference are negatively correlated.

“The market can stay irrational longer than you can stay solvent,” Keynes famously declared. Being early and right is the same as being wrong, as investors have repeatedly discovered.