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 »
This is a special post, one where I get to crow – and also to reflect on a topic that we might all want to think about. Last week, my business partner Syd Kessler, co-founder of Wunderkind, Scientific Intelligence and L’Institut Idee, received notification that he is being inducted into the Marketing Hall of Legends…. Read more »
Why is it that in almost every category, industry and area of life, there emerges a finite number, usually just a handful, of “segments” when it comes to how the market divides itself? Not a huge number—and not a single monolithic segment. For example, a few years ago I worked on a project with a… Read more »