August 30, 2018

How do you think the global brand director of Häagen-Dazs, Jennifer Jorgensen, chose to describe the target for her brand’s big new repositioning?

    

A. Millennials

B. Adults who eat premium ice cream

C. The Instagram generation

D. The millennial inside everyone

E. Someone called Lily

    

If you said A, your eyes probably rolled as you answered. As com...

August 16, 2018

I’ve always thought of positioning as something you do to a brand. For me, the verb is better than the noun.

   

So if I’m looking for checks to apply or responses to explore, I try to think in terms of adverbs. For some reason, they all begin with a ‘C’.

   

But I can never decide which is the most important.

   

Often I reckon it’s clearly. To be clear, yo...

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