Clarity Is a Brand Advantage
If people don’t get it fast, they leave. The biggest competition you have is the noise in the marketplace. Clarity makes a website shorter and a pitch sharper. Stripe’s early positioning was direct and functional, and it helped the right buyers self-select quickly. Donald Miller’s wisdom of Clarity-first still leads brands today.
If people don't grasp your message quickly, they leave. Clarity makes websites shorter and pitches sharper, helping the right buyers self-select.
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Brand Refresh vs Rebrand: How to Tell Which One You Need
In January 2009 Tropicana put a new carton on the shelf. Cleaner type, a fresh glass of juice, a cap shaped like an orange. Thirty-five million dollars behind the launch.
Brand Repositioning Examples: Six Companies That Changed the Slot They Own
It is 2009 and Old Spice is dying. Your grandfather's brand, stuck with men over fifty. Retailers were pulling it off the shelf.
What Is a Brand Audit? How to Diagnose a Brand Before You Spend
Imagine walking into a hospital and telling the doctor what to do. I need my nose smaller. Give me plastic surgery. The doctor nods, walks you to a table, says lie down, and cuts you open.