Category: Your Business is Your Brand
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From can to content: selling superhuman
In 1992, a jet-lagged Austrian businessman slumps in a Bangkok hotel room. Dietrich Mateschitz, a toothpaste marketing expert, reaches for a local energy tonic, Krating Daeng. The effect is immediate, almost miraculous. “I was jet-lagged, but suddenly, I was wide awake,” Mateschitz recalled. At that moment, a global phenomenon was conceived — not just an…
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Do you have a positioning problem?
In a hyper-competitive business landscape, companies rise and fall based on a single, often misunderstood concept: positioning. Far from being just another marketing buzzword, positioning is the very essence of your business, the DNA that determines your company’s success or failure. In this article, together, we’ll dive head first into the critical role of positioning,…
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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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When a Climber Built a Company to Save the Planet
Yvon Chouinard stood at the base of a mountain, both literally and figuratively in Ventura, California back in 1973. An avid rock climber and surfer, Chouinard saw an outdoor industry that prioritized profit over the planet. It was cheaply made gear that wore out quickly. And, companies exploited natural resources without a second thought. Was…
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How Tesla Outpaced, Outperformed, and Outlasted the Skeptics
Back in 2003, in Palo Alto, California, a group of innovators stood on the brink of a revolution in a small office. They weren’t just dreaming of creating another car company. They were positioning Tesla as the future of transportation itself. Soon, Elon Musk would join them, catalyzing a vision that would electrify the world.…
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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…
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Pains AND GAINS of Positioning
Inside-Out (Business Strategy/IQ) Outside-In (Brand Strategy/EQ) Pains of Unclear Positioning Strategic Confusion: Brand Confusion: – Lack of clear direction for decision-making across departments – Customers struggle to understand what the company stands for – Difficulty in prioritizing initiatives and allocating resources – Difficulty in differentiating from competitors in customers’ minds – Inconsistent product development efforts…
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Why Your Team Can’t Explain What You Do (And How to Fix It)
Picture yourself in the following scenarios. You’re reviewing this quarter’s numbers. They’re not bad, but they’re not great either. You’re stuck in that dreaded plateau… again. Your inbox is flooded with emails from different departments, each urgently requesting resources for their “critical” projects. But which one actually moves the needle? In your last board meeting,…
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Does your business have a focal point?
Are you a founder/owner or C-suite? Let me ask you something: Does your company feel like it’s spinning its wheels? Are you struggling to stand out in a crowded market? Do your employees seem confused about what you really stand for? If you’re nodding along, I hate to break it to you, but you might…