I’m often asked my opinion or recommendation on tools or techniques to use for positioning a brand. While my default answer is always: “Use our Structural Mapping Process or your good instincts”, there is an additional tool that can help zero in on what dimension of human needs a brand really fulfills: Maslow’s Hierarchy of… Read more »
Through the Wunderkind Spotlight Series, we will be highlighting the thoughts and insights of industry leaders to explore current trends in marketing and the innovations still unfolding. Syd Kessler is one of the most celebrated and awarded creative people in Canadian advertising history. He has recently been inducted into the Marketing Hall of Legends, and… Read more »
One of the toughest things to do in today’s ‘age of austerity’ is to maintain a premium brand despite seemingly harsh economic conditions. As someone who’s doing a fair bit of work with premium brands (those whose positioning and pricing are well above mass market level), I’ve been asked a few times lately to write… Read more »