“There is no competition for the drinkable computer” One of the first questions we ask our client teams before we begin branding is “Who is your competition“. Bleeding edge gear-heads and other like geniuses often fumble with this question. For example, they respond “We’re the first people to bring a …
Integrating Winning Strategy: Business Strategy v. Brand Strategy
Distility was very fortunate to have Dean Roger Martin and Assistant Dean Suzanne Spragge of the Rotman School of Management, University of Toronto, spend an hour with us in the Distility Lab this week. The visit exceeded expectations since not only was it immensely gratifying to have positive feedback on …
Critical Branding Conversation: Audience Need
By Pete Kloppenburg The key conversations we’ve discussed up to now have been strategic choices. When we ask “who is our audience?”, we’re effectively choosing the people we need to talk to. When we ask “who is our competition?”, we are effectively choosing what company we will keep, and what …
Brand Positioning Fundamentals – The Need
In my last post, I reviewed the classic brand positioning model we use here at Distility for 1day1brand. As well, we reviewed getting the target audience right. The Motorola Droid was used as our example to illustrate the key elements in a classic positioning statement which are: 1. Your target customer 2. Their …