Brand strategy

And it had that winning amalgamation of familiarity and desire: At the end of the show, Mr. Lauren emerged in a just-running-errands-on-a-Saturday outfit — olive button-down shirt, sleeves slightly rolled up, tucked into beige cargo pants — and waved to the crowd. (Familiarity.) At that very moment, the barn door behind him opened, revealing a lavi... See more

For these brands, and many others, here is one theory on the Ralph Lauren formula: It’s about combining familiarity and desire.

Positioning. Most marketers describe it interchangeably with a 'niche' or 'value prop,' which makes them look like they’ve never opened a marketing book. So what is it (and isn't) First things first: forget everything you thought you knew about positioning. It's not just a marketing tactic or a catchy slogan. It's the very DNA of your busin... See more

We are unlikely to be able to sell “a group chat system” very well: there are just not enough people shopping for group chat system (and, as pointed out elsewhere, our current fax machine works fine).

That’s why what we’re selling is organizational transformation

Best definition of brand I've ever seen. In a world where everything is becoming commoditized, understanding what makes a brand is key. h/t @ThisIsSethsBlog