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Author Archive

Brand Management

Segmenting The Market For Power And Profit

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Segmenting The Market For Power And Profit

You’re either pregnant or you’re not. And the market for pregnancy testing kits would appear to be similarly dichotomous: you either need a pregnancy test kit, or you don’t.

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Brand Strategy

Brand Strategy: Differentiation Versus Centrality

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Brand Strategy: Differentiation Versus Centrality

Brands in a category are typically more similar than they are different. They have to be. They’re both trying to appeal to the large middle of the market.

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Customer Insight

Segmentation Reveals Marketing’s Easiest Targets

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Segmentation Reveals Marketing's Easiest Targets

Done well, market segmentation can do so much.

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Customer Insight

How Segmentation Drives Brands

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How Segmentation Drives Brands

At the heart of everything that marketers do resides a notion so fundamental, so basic, it is the engine that makes the free market tick.

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Brand Management

Why Do Your Customers Buy From You?

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Why Do Your Customers Buy From You?

More than fifty years ago, Theodore Levitt published his seminal piece on Marketing Myopia in the Harvard Business Review.

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