Dive deep into business, brand and strategy.
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What’s the dirty little secret of billion-dollar brands?
It’s not luck. It’s not even just good marketing. It’s positioning. Most ‘experts’ get it wrong. They think positioning is about finding a niche or crafting a catchy slogan. Spoiler alert: it’s not. Let’s talk about Tesla for a moment. When Elon Musk co-founded Tesla, he didn’t just say, “Let’s make electric cars.” He positioned…
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the skate shop that turned streetwear into a $2.1 Billion empire
Welcome to New York City in 1994. A young James Jebbia stands in his small shop on Lafayette Street. Frustration etches his face. Why? The skate scene lacks authenticity. It’s missing something vital. Something real. Then it hits him. A revelation that would change streetwear forever. Enter Supreme. Not just a brand, but a movement.…
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How a frustrated cyclist built a global lifestyle Brand
Simon Mottram was frustrated. He loved cycling but hated how it looked. Garish colors. Loud logos. Cheap fabrics. Was this really the best the sport could offer? Mottram saw a gap between cycling’s rich heritage and its current image. He faced a choice: accept the status quo or reimagine what cycling could be. He chose…
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James Dyson was fed up with mediocre vacuum cleaners.
Clogged bags.Weak suction.Dust everywhere. So he did what any reasonable person would do: he built 5,127 prototypes. Yes, you read that right. 5,127. This wasn’t just about making a better vacuum. It was about redefining an entire industry. And that, folks, is positioning in action. Dyson didn’t just want to be another vacuum brand. He…
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Aristotle vs. Plato: Brand or performance?
Marketing often feels like a battle between two ancient philosophies. On one side, there’s brand marketing, which mirrors Plato’s belief in perfect, unchanging ideals. Plato’s theory of Forms posits that there are abstract, perfect forms of every object or quality, and that the physical world is merely an imperfect reflection of these ideals. Similarly, brand…
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The 4ps of apppple
The Seeds of Innovation Before we dive into Apple’s marketing revolution, let’s set the stage. Picture a garage in Cupertino, California, 1976. Steve Jobs and Steve Wozniak are tinkering with circuit boards, dreaming of a future where computers are in every home. Fast forward to 1984, and Apple launches the Macintosh with the iconic “1984”…
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Dude, Where’s My Target Audience?
Performance marketingBrand marketingProduct marketingWord-of-mouth marketingDirect marketing And… the word salad list goes on. Feels like marketer gymnastics in my mind. I might be basic. Hang in there I might have a point. Read this LinkedIn post first. Customers don’t give two fucks about marketing categories or whether a message is “performance” or “brand” marketing. They’re…
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The Dove Revolution
Once upon a time, Dove was just another soap brand. You know, the kind your grandma kept in her bathroom. But in 2004, something changed. Dove didn’t just clean up its act; it cleaned up the entire beauty industry’s act. Here’s how a simple soap brand rewrote the rules of marketing and gave us all…
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Positioning
Most marketers describe it interchangeably with a ‘niche’ or ‘value prop,’ which makes them look like they’ve never opened a marketing book. So what is it (and isn’t) First things first: forget everything you thought you knew about positioning. It’s not just a marketing tactic or a catchy slogan. It’s the very DNA of your…
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Brand Matters, Dammit: Wake Up and Smell the ROI
Listen up, you click-obsessed, short-term-thinking marketers. Have a seat.We need to talk. Remember when marketing was about more than just chasing the next shiny digital trend? When we actually gave a damn about building something that lasts? Yeah, those were the days. Before, we all lost our minds and started worshipping metrics over everything that…
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Why do marketing titles make me mad?
What does a “Performance Marketing Manager” actually do? If you’re scratching your head, you’re not alone. We live in a world of hyper-specialized titles. Performance Marketing. Brand Marketing. Content Marketing. The list goes on. These titles seem clear at first glance. But dig deeper, and you’ll find they often create more confusion than clarity. Let’s…
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Have you ever questioned the questioner?
We’re all playing this weird game at work. It’s like hide-and-seek but with our mistakes. We’re so busy trying to look smart and competent that we forget something crucial: it’s okay not to have all the answers. But what if I told you there’s a better way? It’s called double-loop learning. (As shared by Chris…
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