Potato Corner®: Cornering its Place in the World with Focus and Simplicity

Similar to our blogs on BTS and Kongō Gumi, in this blog, we further underscore an important characteristic in developing a compelling brand positioning. “Focus and simplicity…once you get there, you can move mountains.” Steve Jobs I can’t say it enough – a singular narrow focus makes for a brand a potent and distinct competitiveContinue reading “Potato Corner®: Cornering its Place in the World with Focus and Simplicity”

LEGO®: Prolific Product Strategy Built Brick by Brick

In our blog about Cartier, we talked about Place as one of the 6 P’s of the marketing mix. We learned about how this luxury brand leveraged on its ‘place strategy‘ in the early decades of its life cycle in establishing its foundation for global leadership. We learned how this brand established itself in theContinue reading “LEGO®: Prolific Product Strategy Built Brick by Brick”

VMV Hypoallergenics®: The Evidence is Not Skin-Deep for this Skin Care Brand

In our blogs on Japanese brand Kongō Gumi and Korean boy band BTS, we tackled the importance of ‘brand positioning‘ which forms part of a brand strategy. We’ve learned that the hallmark of a strong brand positioning is its narrow singular focus. Kongō Gumi narrowly focuses on Buddhist temples and shrines which allowed them toContinue reading “VMV Hypoallergenics®: The Evidence is Not Skin-Deep for this Skin Care Brand”

Cartier: An Iconic Luxury Brand at the Right Place at the Right Time

One of the key elements in the six P’s of the marketing mix is “Place“. This is also referred to as “location” or “distribution channels” in marketing parlance. “After hard work, the biggest determinant is being in the right place at the right time.” Michael Bloomberg A brand must employ a proper place, location, orContinue reading “Cartier: An Iconic Luxury Brand at the Right Place at the Right Time”

IKEA®: A Home-Focused Brand Leading The Big Home Reboot

I always advise brands that I work with: “Seek out and listen to your target market. You will likely find your best strategies from insights based on what they say to you.” “I believe in innovation and that the way you get innovation is to fund research and learn the basic facts.” Bill Gates TheContinue reading “IKEA®: A Home-Focused Brand Leading The Big Home Reboot”

Mary Grace: A Gracious and Grace-filled Brand

One of the key components of a brand’s strategy is its brand personality. What is a brand personality? Simply stated, these are the collective qualities of a brand when you imagine it as an actual person. “You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, haveContinue reading “Mary Grace: A Gracious and Grace-filled Brand”

BTS: What makes this brand work?

The positioning of any brand becomes clearer in the mind of the prospect, customer, or audience if the brand successfully finds and be the first to occupy an ‘open hole‘ in the market, even in an extremely crowded and highly competitive market. AirBnb successfully distinguished itself as a more down-to-earn and affordable alternative to travelContinue reading “BTS: What makes this brand work?”

Kongō Gumi: The World’s Very First Brand

The very first brand in the world is Kongō Gumi which is the name of a construction company founded by Shigemitsu Kongō in the year 578 in Osaka, Japan. Irene Herrera writes in Works That Work: “When Prince Shōtoku Taishi (574–622) commissioned the construction of Japan’s first Buddhist temple, Shitennō-ji, Japan was predominantly Shinto and had no miyadaiku (carpentersContinue reading “Kongō Gumi: The World’s Very First Brand”

Singapore: Is a Nation a Brand?

I believe so. “The effect of a country’s image on the brands based there and the economy as a whole makes a nation brand the most important asset of any state.” David Haigh, CEO Brand Finance The very principles that drive the success of a company or product brand, i.e. brand positioning, brand personality, uniqueContinue reading “Singapore: Is a Nation a Brand?”