Mitch Duckler is a leading speaker and global authority on brand-building. He has nearly 30 years of relevant brand and marketing strategy experience, working on some of the most respected and revered brands in the world. He is a seasoned and sought-after speaker, and author of the Amazon best-selling book, The Indispensable Brand. Mitch is also the founding partner of Chicago-based brand and marketing consulting firm, FullSurge.
Mitch began his career in brand management, honing his skills working on world-class brands for Unilever and The Coca-Cola Company. As a brand consultant, he has advised CMOs and other senior-level marketing executives from some of the world’s most respected companies. His client base includes Fortune 500 companies such as Exxon Mobil, Deloitte, NBC Universal, Blue Cross and Blue Shield, Cox Communications, Manpower Group, and Hyatt Hotels. Mitch is also a faculty member of the Association of National Advertisers (ANA) Marketing Training & Development Center.
Increasing market share, commanding premium price points, enhancing profit margins—the overall growth and enduring success of your business is inextricably linked to the strength of your brands. Your challenge as a marketer is to identify a meaningfully differentiated positioning, and to bring that positioning to life in the market in ways that are consistent with its compelling point of difference.
However, today we are faced with a condition that can only be described as brand monotony—consumers’ inability to distinguish between brands within practically any industry or category.The Indispensable Brand is your guide to crafting a brand strategy that rises above the noise and monotony in your industry… moving your brands from indistinguishable to indispensable.
As highlighted in the first of this four-part series on brand positioning strategy, the most common method for defining a brand’s promise is through a customer end benefit—the “what.” You know your brand does this when its…
https://mitchduckler.com/wp-content/uploads/2020/03/light-at-the-end-of-the-tunnel.jpg6671000Mitch Ducklerhttps://mitchduckler.com/wp-content/uploads/2019/08/logo-black-1.pngMitch Duckler2020-03-10 17:33:332020-03-11 09:48:22The “What,” “Why,” “Who,” and “How” of Brand Positioning: “The How”
Many successful brands choose to channel more of their time energy into a loyal customer base. Rather than marketing the product itself, they design the brand positioning around an explicit audience. This works exceptionally well when marketing…
https://mitchduckler.com/wp-content/uploads/2020/01/Climbing-Shpirag-with-Brooks-running-shoesjpg.jpg331500Mitch Ducklerhttps://mitchduckler.com/wp-content/uploads/2019/08/logo-black-1.pngMitch Duckler2020-01-26 17:18:512020-01-26 17:42:30The “What,” “Why,” “How,” and “Who” of Brand Positioning: “The Who”
A brand promise represents a brand’s primary point of difference. In the traditional model for brand positioning, conventional wisdom suggests the promise must be a customer benefit. This is essentially the “what” that the brand provides…
https://mitchduckler.com/wp-content/uploads/2019/12/Toms-photo-cropped-1.jpg6281114Mitch Ducklerhttps://mitchduckler.com/wp-content/uploads/2019/08/logo-black-1.pngMitch Duckler2019-12-14 03:59:202020-01-26 16:01:13The “What,” “Why,” “How,” and “Who” of Brand Positioning Strategy: The “Why”
Mitch Duckler is a leading global authority on brand-building. He has nearly 30 years of relevant brand and marketing strategy experience, working on some of the most respected and revered brands in the world.
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