There’s more to branding than meets the eye Recently a small, independent supermarket opened at our local shopping strip. I was immediately drawn to the name and brand identity which are naively unethical and amusing in equal measures. It turns out this is the fifth…
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Exclusivity has always been an important differentiator for luxury brands. Quality, price and aspiration are the other key dimensions for brands wishing to be positioned in the luxury end of their category. As a category becomes more competitive (such as the craft end of the…
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Differentiation works in Major League Baseball too. Re-reading Marty Neumeier’s book ‘Zag’ this week, I was fascinated by the story of America’s shortest ever professional baseball, Willie Keeler. Wee Willie, as he was known back in the good ol’ politically incorrect days of the 1890s…
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