Entries by Mitch Duckler

Is Your Brand Living Up to Its Purpose?

In his now-famous TED Talk, Simon Sinek delivered a simple yet powerful message: start with why. Sinek says that influential leaders work with a sense of purpose from the beginning, which allows them to inspire loyal followings.  The Genuine and Compelling Reason Your Brand Exists “Why” is a purpose, cause, or belief. It’s the very […]

The “What,” “Why,” “Who,” and “How” of Brand Positioning: “The How”

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 promise answers the question, “What tangible benefit does the brand provide, presumably to its target customer?” Sometimes, however, a brand’s “what” […]

The “What,” “Why,” “Who,” and “How” of Brand Positioning Strategy: The “What”

What is brand positioning strategy? A brand positioning strategy involves creating brand associations in consumers’ minds to make them perceive your brand in a specific way. A great positioning should stand for something unique in stakeholders’ minds (differentiated). Its promise must be both realistic and believable for that brand (credible). The promise is the distinctive […]

Differentiate Your Brand to Gain a Competitive Advantage

At the heart of differentiation is your brand’s ability to develop and promote distinctive products, services, and branded experiences on a consistent basis. It’s critical to create a brand that stands out from the crowd. With Apple, you don’t just purchase a computer or a phone, with IKEA, you don’t just buy a chair or a table…

Building an Indispensable Brand

An indispensable brand is one that customers truly cannot live without. Building them should be the goal of every marketer, yet precious few manage to achieve this lofty objective. In this presentation, Mitch provides a blue print for creating and maintaining world-class, indispensable brands. From strategic positioning to digital activation, all critical aspects of brand-building […]

Move from Invisible to Invaluable

The percentage of consumers willing to endorse any given brand—including their favorite—as “differentiated” is at an all-time low. If you were to remove your brand name from your marketing collateral—while leaving every other

Best Practices in Brand Architecture

Is the structure and organization of your brand portfolio unclear or confusing to customers? Does it contain brands that overlap and essentially compete with one another? Are brands within your portfolio inconsistently or illogically linked to one another, potentially diluting the valuable equity of one or both brands? These are issues that are effectively addressed […]

Developing a Growth Strategy

When it comes to driving growth, most brand managers struggle with how far they can (and should) stretch their brands’ “bounds of extendibility.” Play it too safe and the likely result will be close-in, ho-hum line extensions that underwhelm customers and are short-lived in the marketplace. Stray too far from your brand’s core positioning and […]