NEED insight

You want your brand to last. Beyond the early scary days, when all you have is an idea and everything else seems against you. Through the...

At some point you have to narrow down your positioning. Brand models get a bad rap, but the best ones work fine, so long as you don’t...

I suppose there is always a point of category entry. A situation in which you’re about to buy or use a particular product. Defined by a...

Brands in the same category are bound to have a lot in common. By definition, they must all meet the central need. And they’re probably...