The textbooks will tell you that the key to succeed in the market place is to differentiate yourself from competition; to carefully choose your positioning. And that means that you need to start by answering this question: What is it that only we can do? However, a recent chat over coffee, made me think of … Continue reading Positioning: be different but familiar
At my eye appointment, today, the optometrist was intrigued by my surname and asked where I was from, originally. When I replied 'Portuguese', he said 'Ah, yes, Portuguese people...' and he proceeded to list a number of characteristics he thought Portuguese people had. Strangely, I was quite put off by that conversation and have … Continue reading One of a kind, please
It has long been established that brand names influence our consumption behaviour, by shaping our perception of taste or, even, quality. Magnetic resonance imaging scans have shown that exposure to well-known brands activates the part of the brain associated with positive emotions, and that well-known brands are processed with less brain effort than lesser-known ones. But … Continue reading The power of labels – Does a rose by any other name smell just as nice?