Brand Dominance: The Strategy for Owning Your Category — Not Just Competing In It
Every market has a brand that defines the category. That brand is not always the
brand strategy
Brand Differentiation: How to Stop Competing on Price and Start Owning Your Market
Most companies believe they are more differentiated than their buyers perceive them to be. That
Ideal Customer Profile (ICP): Why Defining Your Best Customer Is the Foundation of All Brand Strategy
Brand strategy, at its most fundamental, is the discipline of serving a specific customer exceptionally
What Is Brand Positioning — and Why Getting It Wrong Is Costing You Customers
In every market, buyers make choices — and the single most important factor shaping those
