Category: Feature
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Starbucks’ Positioning Crisis
Mark Ritson’s analysis of Starbucks’ positioning struggles reveals a fundamental truth about modern business: positioning isn’t about mission statements or marketing – it’s about what a business fundamentally is. The coffee giant’s challenge goes deeper than flowery language; it’s about the gap between aspiration and reality. The Fundamental Misunderstanding Look at Red Bull – they…
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You’re Asking The Wrong Question About Brand Identity
Dave Gerhardt recently shared insights from CMOs about what keeps them up at night. One response caught my attention: “Positioning. We have a new brand and identity. How do we position the company’s new identity to both our existing customers and the market? While not disrupting everything else in the ‘always on’ side of the…
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If you think you’re an expert you’re full of shit
I don’t believe in experts, and neither should you. In a world captivated by expertise, it might seem audacious, even reckless, to question the value of being an “expert.” Yet, calling oneself an expert can be as limiting as it is empowering. It implies an endpoint to learning, a belief that there’s nothing left to…
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How Four Car Brands Own Your Mind
If you think safety, you think Volvo. It’s automatic. Instant. You didn’t choose this association – it’s simply there, living rent-free in your mind. And that’s not an accident. It’s the result of perfect positioning. But here’s what most people get wrong about positioning: They think it’s about marketing messages, slogans, or brand promises. They’re…
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How One Woman Flipped the Script on Dating Apps
In 2014, Whitney Wolfe Herd stood at a crossroads, both personally and professionally. A co-founder of Tinder, she had just left the company after a tumultuous departure. The world of dating apps was dominated by a culture that often left women feeling disempowered. Harassment was rampant. Women were inundated with unwanted messages. Was this really…
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What ‘experts’ get dead wrong about positioning
(And why it breaks my brain while costing you millions) Imagine you’re at a fancy marketing conference. I’ve been there, so follow along. The keynote speaker, a self-proclaimed “positioning expert,” takes the stage. “Positioning is all about finding your niche and crafting the perfect tagline,” they declare confidently. Now, I’m tuned out and imagining what’s…