Articles
I write about positioning, insight and advantages that are hard to copy, with examples from real companies.
Points of parity and points of differenceCase study
Aldi put quality equal to the big brands and a lower price in the same sentence, so here is what the campaign did and how to apply that order to your own business.
Read the articlePoints of parity and points of differenceCase study
The Dacia Logan was designed to cost less than a second-hand car. Here is how to choose the benchmark you are cheap against, and what not to cut from the product.
Read the articleInsight, facts and observationsCase study
The women in the Dove film described themselves more harshly than strangers did. Here is what that teaches about the gap between what a client says and what someone else sees.
Read the articleCritical thinking in marketingCase study
Tropicana changed its packaging in 2009 and went back to the old one in less than two months: here is what to check before you touch a logo, a colour or a name.
Read the articleAdvantages that are hard to copyExplained concept
Porter calls it fit: the way a firm’s activities support one another. Southwest, IKEA, Toyota and an exercise for your firm.
Read the articleAdvantages that are hard to copyCase study
Costco, Zara and Dedeman have advantages that a rival cannot buy with an advertising budget. All three sit in the way the firm is built.
Read the articleInsight, facts and observationsExplained concept
Customers describe their ideal product, but what they do shows the progress they are after, so here are two cases and four working questions.
Read the articlePoints of parity and points of differenceExplained concept
Points of parity get you into a category, while points of difference make the customer choose you, and the Volvo seat belt story shows how a difference can become parity.
Read the articleInsight, facts and observationsPractical guide
A fact can be counted, an observation can be seen, and an insight explains why people do what they do, with six working steps and the Snickers example.
Read the articleCritical thinking in marketingPractical guide
The platform report also counts customers who would have come anyway: here is what eBay, P&G and Airbnb found, and how to test a spend yourself.
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