NEED insight

Any chance in 2025 we can end some of marketing’s ongoing debates?   Like Distinctiveness vs. Differentiation.   Or Availability vs....

Up and down we go like a yoyo.   From the top to the bottom of the Need Map and back again.   Few of us are out-and-out extroverts or...

The horizontal axis on a Need Map is running through everything at the moment.   That’s the one that goes from assertive to affiliative....

A brand has to stand for something. Has to.   Call it a purpose if you’re inside-out or a positioning if you’re outside-in.   Either way,...