Five Ways to Build Brand Positioning Better in Healthcare

Posted by Mitch Duckler on April 20, 2020

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Topics: Brand Strategy, Brand Positioning, Brand Strategy Consulting, Branding

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

Brand Extendibility: What Does a Clothing Brand Know About Beer?

Posted by Mitch Duckler on August 05, 2019

Some of the most meaningful, transformational brand extensions came to fruition as a result of companies tapping into intangible yet salient aspects of their brand positioning. Like many other components of branding and brand strategy, successful extensions first require a shift in mindset.

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Topics: Brand Positioning, Brand Extension, Brand Extension Strategy, Brand Strategy Consulting

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