Brand Essence, Discriminator and Brand PersonalityThis is the third and last post on our exploration journey on the brand positioning. Previous destinations in the expedition – within the context of the brand key framework – included the diagnostic part of the positioning, and the consumer centric component of model. We
Insights, Benefits and RTBsThis is the second post in a series of three, in which we dig deeper on the brand key and its component. After having explored the meaning and the importance of Roots, Competitive Analysis and Targets, we set to discuss the “killer part” of the positioning statement:
Unlocking the elements of the Brand KeyWe begin today a series of three posts on brand positioning, by examining in depth the brand key framework. While this model is only one among many, we chose the brand key because it contains the most important elements of the positioning exercise, the
Is technology driving a social trend? The emergence of the BlurThe era of digital transformation, and omni-connectivity is seemingly having some impact on many business and personal aspects, which are not necessarily related to the use of technology per se. But what is the underlying connection between apps and the
Developing a start-up in the Real Estate Market in SpainMeet Arad Edrey-Lavie, managing director NuvoBarcelona, Unique Advisory For International Investors In Barcelona. After 10 years of developing telecom and telecom related service, Arad saw a crazy opportunity, developing a real estate company for foreign investors in the crashed Spanish market.
Making sense of Brand ArchitectureProbably brand architecture is the branding framework that non-marketers have the most difficult comprehending. While as consumers they are probably used to experiencing brand architectures, in the author’s experience, non-marketers really tend to associate the tool to the infamous lipstick on the pig. Interestingly enough, general