July 25, 2019

What’s the best way to describe a brand positioning?

   

A: In 1-3 well-chosen words

B: In a well-written sentence of up to 10 words

C: In a well-linked paragraph of up to 50 words

D: In a well-told story of however many words it takes

   

So who chose A?

   

There are all those classic examples:

   

Coke = happiness

BMW = driving pleasure

Apple = self-express...

July 4, 2019

“I’ve always had a thing about train tracks”.

   

So said a friend of mine as we walked up Snowdon over the weekend, alongside the Snowdon Mountain Railway.

   

That sounds ripe for an insight, I thought. “Why do you think that is?”

   

“I don’t know really” came the answer, as ever.

   

And despite the fact that we were only a quarter of the way through...

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by RICHARD BROWN

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