Can you afford your new brand positioning? Ask HSBC, the former “World’s Local Bank”

Dougbranding, positioning

It happens time & time again… some bright, creative marketers or agency folks devise a clever new brand positioning for a company or product… so far, so good… The problem, however, is that the clever new positioning rarely gets vetted, analyzed or market-tested to determine the associated benefits and costs (one-time and ongoing). ¬†And, of course, the bitter irony is … Read More

CoNtEXT iS KiNg

Dougcontext, contextual marketing, positioning, psychology, reference point

All good marketing requires a rich understanding of context – environmental and personal.We are always embedded in a context. The time of day; the weather; the people we are with or not with; our location – at home, at the doctor, in a store, at work; our present goals, objectives and activities; our current emotional states & energy levels… to … Read More