How Differentiation Helps Businesses Overcome a Brand Identity Crisis

Posted by Mitch Duckler on May 24, 2021
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Topics: Brand Strategy, Brand Differentiation, Brand Identity

Poor Marketing Choices, Not Progress, Make Brands Indistinguishable

Posted by Mitch Duckler on February 27, 2020

Back in the “Mad Men” era of brand management, it was far simpler for brands to be distinctive and to be indispensable in customers’ eyes. For starters, there were fewer competitors, brands, and product or service offerings in most categories and industries. For that matter, there were even fewer categories and industries. To no one’s surprise, in a world with fewer alternatives, it was significantly easier for any brand to be distinctive from all others.

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Topics: Brand Strategy Consulting, Brand Differentiation, Technology

How Two Fitness Brands Nailed Their Value Proposition

Posted by Carolyn Crafts on January 13, 2020

What is a customer value proposition exactly? There are lots of definitions, but our brand consultancy's managing partner, Mitch Duckler, defines value as “…the sum total of the offerings and experiences delivered to customers during their interactions with an organization, product, or brand. If well crafted, it can sharpen the way an organization works by focusing activity to serve customers profitably.”

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Topics: Brand Differentiation, Value Proposition

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