Brand Differentiation - Branding Strategy Insider

Failure To Relevantly Differentiate: Amazon’s Grocery Blind Spot

February 2, 20269 min

Last week, I discussed the new brick-and-mortar Amazon entry: a big box store with a large helping of Amazon logistics, data mining, and merchandise expertise. As part of that Amazon discussion, two brand stumbling blocks came under scrutiny. One: Amazon’s continued lack of understanding of customers in brick-and-mortar grocery stores. Two, Amazon’s lack of designing and articulating brand-relevant differentiation.

by Joan Kiddon

Brand Differentiation

Beyond Meat Struggles Without Brand Differentiation

August 18, 20258 min

There is some reporting that Beyond Meat, the meat-alternative parent of Beyond Burgers and more, is headed for Chapter 11. Apparently, the brand’s last quarter was an even bigger disappointment than previous quarters.

by Joan Kiddon

Brand Differentiation

Brand Management Mistakes Hold Back Peloton

May 5, 20258 min

For some time now, almost since its inception, Peloton has avoided communicating why it is relevantly differentiated from other exercise platforms. Even though Peloton has a unique and significant purpose and promise, the brand has neglected to tell anyone. The brand’s promise and essence are seemingly secrets. You tend to learn about “why Peloton” by osmosis, after signing up and/or buying the hardware. By withholding Peloton’s reason for being, Peloton has cycled through a multitude...

by Robert Wheatley

Brand Differentiation

Weaker Brands Chase Their Competitors

April 16, 20255 min

Product parity exists in (too) many categories because technology advances have enabled the ability to replicate precise competitor formulations quickly. When product innovations hit a category marketplace, the clock is already ticking on adjacent businesses matching the move, an all-too-frequent behavior that carries unintended consequences.

by Elli Hanson

Brand Differentiation

Brands And AI: How Tastemaking Gives Humans The Creative Edge

March 19, 20257 min

There’s a familiar kind of panic that happens when a new technology arrives—one that feels like it threatens something uniquely human. We saw it when photography emerged—surely painting was over. When synthesisers arrived—real musicianship was doomed. And now, here we are with AI, having the same debate over creativity.

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Brand Differentiation - Branding Strategy Insider

Failure To Relevantly Differentiate: Amazon’s Grocery Blind Spot

Beyond Meat Struggles Without Brand Differentiation

Brand Management Mistakes Hold Back Peloton

Weaker Brands Chase Their Competitors

Brands And AI: How Tastemaking Gives Humans The Creative Edge

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