Kodak branding is one of the most studied and misunderstood cases in marketing history. The company did not fail because it had a weak brand. It failed because it had an extraordinarily strong brand and used that strength to avoid a decision it did not want to make. That distinction matters more than most brand…
The best brand strategy questions are not the ones that generate the most polished answers. They are the ones that make a room go quiet. The questions that expose assumptions, surface disagreements, and force a business to confront what it actually believes about itself, its customers, and its competition. If your brand strategy process never…
Luxury branding strategy is the discipline of building a brand that commands premium prices not because of what it does, but because of what it means. Unlike mainstream brand strategy, luxury operates on a different set of rules: desire matters more than utility, exclusivity matters more than reach, and perception is not a supporting element…
Point of difference marketing is the practice of identifying and communicating what makes a brand genuinely distinct from its competitors in ways that matter to buyers. Done well, it shapes every layer of a go-to-market plan, from positioning and messaging to channel selection and pricing. Done poorly, it produces a tagline nobody believes and a…
People remember brands for the same reason they remember people: because something made them feel a certain way, at the right moment, more than once. Brand memory is not about logos or taglines. It is about mental availability, emotional salience, and the degree to which a brand has built distinctive associations that surface when a…
Reach and frequency are the two variables that sit beneath almost every media planning decision. Reach is the number of distinct people exposed to your message. Frequency is how many times each person sees it. Every media budget you set, every channel you choose, every campaign you plan is making an implicit trade-off between the…
Retail market segmentation is the process of dividing your customer base into distinct groups based on shared characteristics, so you can target each group with offers, messaging, and channels that are actually relevant to them. Done well, it shifts your marketing from broadcasting to precision, and that shift tends to show up in revenue before…
Brand strategy fails most often not in the execution but in the assumptions made before a single brief is written. The positioning is too broad, the audience work is surface-level, and the whole thing gets signed off in a workshop that felt productive but produced very little of commercial value. After two decades running agencies…
Segmentation, targeting and positioning (STP) is a three-stage framework that helps marketers decide which customers to pursue, how to reach them, and what to say when they get there. Segmentation divides a broad market into distinct groups based on shared characteristics. Targeting selects which of those groups represent the best commercial opportunity. Positioning defines how…
Rebranding costs vary enormously depending on scope, company size, and how much of the work is done in-house versus through agencies. A startup refreshing its visual identity might spend £10,000 to £50,000. A mid-market business undertaking a full strategic rebrand, including research, positioning, naming, identity design, and rollout, should budget £150,000 to £500,000 or more….
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