Positioning
One of our branding heroes is Dr. Kevin Keller, author of Strategic Brand Management (the classic textbook on building brands) and professor of marketing at the Tuck School of Business at Dartmouth. His work inspired many of the brand positioning strategies we use every day to help our clients build
Strategy
I tend to read a lot of business and marketing books (stop laughing at me) and over the past few years, I've noticed one important group that I don't think is being served well by the existing books out there: small business owners.Some branding books
Strategy
Once you and your positioning team have determined what the positioning for your brand should be and identified the points of difference, points of parity, and maybe even a brand mantra, consider checking your work with the following approach I learned from branding expert Kevin Keller. Write up your key
Strategy
One of our branding heros is Dr. Kevin Keller, author of Strategic Brand Management (the classic textbook on building brands) and professor of marketing at the Tuck School of Business at Dartmouth. His work inspired many of the brand positioning tips we use every day to help our clients build