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Author Archive

Brand Promise

Unique Selling Proposition Vs. Brand Promise

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Unique Selling Proposition Vs. Brand Promise

Once, every brand had a unique selling proposition. The USP was the brand’s supposed competitive advantage.

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Brand Growth

Applying The Boston Matrix To Marketing

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Applying The Boston Matrix To Marketing

The Boston Matrix, also known as the Growth-Share Matrix, made famous by Boston Consulting Group helps you understand the market opportunity, appropriate investment level and messaging style.

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Brand Research

Applying The STEEP Analysis Model To Marketing

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Applying The STEEP Analysis Model To Marketing

A great way to gain perspective on the market is to conduct a STEEP analysis (also known as PEST and several other variations).

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Brand Insights

Applying The Five Forces Model To Brand Strategy

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Applying The Five Forces Model To Brand Strategy

Michael Porter mapped out a simple, but powerful model for deeper understanding of the marketplace in 1979.

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Brand Marketing

Marketing For Agency Strategists

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Marketing For Agency Strategists

Curiously, many people find their way to advertising agencies or in-house marketing departments at major brands without being educated or trained in the basics of marketing.

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