Blog: Positioning

The Benihana Approach to Brand Differentiators

I was listening to a podcast the other day when I heard a great example of brand differentiators: “Like any good story, the history of Benihana begins with the descendent of a samurai warrior and a small Tokyo coffee shop.”…


Are You Marketing to Your Competitors?

Let me take you back. Back to 1999. Back to a movie called Never Been Kissed with Drew Barrymore. In case you missed this classic, the plot is simple – a journalist (played by Barrymore) goes undercover as a high…


Stay in the Lead with Brand Positioning

In marketing, one of the biggest traps to fall into is complacency. When you’re at the top of your industry, it’s easy to put your brand on autopilot and continue doing what you’ve always done in the past. It’s an…


How to Build a Brand Worth Falling in Love With

We’ve talked a lot about the power of positioning to create barriers to competition. But we haven’t talked enough about brand love. “Love” isn’t much of an exaggeration. A brand probably can’t break your heart, but studies have shown that the…