NEED insight

'Compelling'. That’s my adjective of choice around brand positioning. I know, it’s melodramatic. All that evoking admiration and...

Back to butter. Lurpak Spreadable is currently £3.75 in Sainsbury's, down from £5.00, in its silver and blue 500g pack. Meanwhile,...

There are a myriad of ways of capturing a brand. Models of every shape, size and number of boxes. The trusty old positioning statement....

So is it distinctiveness over differentiation? Or distinctiveness and differentiation? Or even distinctiveness after differentiation? At...