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Significance of Brand Positioning. Yes, it still matters

Brand positioning is strategic. Positioning helps you to distinguish and differentiate your brand from others. Positioning is what allows you to communicate your offer to the right audience. In essence, positioning should be the starting point for any brand or offering. Personally, I take the stance that positioning still matters a great deal.  Without understanding Read More

“Brand Perception is More Important than Brand Awareness”

      The other day I was sitting on yet another Zoom meeting when someone used the phrase above. It struck me immediately because I also happen to believe this is true. How your brand is perceived will matter a great deal more than how aware people are of your brand. A brand (today) Read More

The Customer Journey – Segmentation, Cohorts and Behavior Flow

There is no doubt that creating segmentation and building cohorts matter a great deal when we are exploring the customer journey. These are needed to build the trends over time that we are looking for. We certainly want to know who we are looking at, and also what may have brought them to us or Read More

Time has come to begin posting again…

The time has come to post again. I will willingly admit that maintaining a blog has not been my strength. Because of that, I am going to try a new approach. At least once a week (most likely Wednesdays) I will post something that interests me. There may be additional posts, especially now that we Read More

Building segments: From a customer perspective. Market Research – Article 2

Market research can be big help to creating sustainable and profitable growth and adding depth to our offerings in the marketplace. As I stated in the initial article in this market research series, the digital world makes this easier to accomplish than ever before. The key is to not overreact (not act on false positives Read More