Category Archives: Marketing Strategy

Make your brand positioning powerful with a smart frame of reference

Earlier this week I came across a blog post about the new McDonald’s advertising campaign, “four bucks is dumb. Now serving espresso”. It made the case that McDonald’s is unlikely to be effective against Starbucks. Unlikely to be effective against … Continue reading

Posted in Brand Platforms, Brand Strategy, Competitive Strategy, Consumer Goods Brands, Marketing Communications, Marketing Strategy, Services Brands | Tagged , , , , , , , , , , , , , , , | 5 Comments