We’ve talked about the 3C’s that drive a brand’s positioning in our Profit-Led Branding Framework: Company, Competition, and Customer. In this article, we’ll look into the second C: Competition. Now let’s see how a rental company with seven cars became a global giant, how to find gaps in crowded markets, and how to discover your…
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Satisficing: Why Customers Choose The Least Risky Instead Of The Best
In the 1970s, IBM was under attack from all sides. They were the leaders in the business computers market. And IBM System/360 computers were the iPhone of the 60s. But just like any new technology, there was a rush. Competitors were announcing their new breakthrough computers every month. RCA, Digital Equipment Corporation, Xerox… Some were…
How Sacrifices Grow Brands (And Three Sacrifices You Can Make)
Have you ever bought avocados? They are tricky. One day they are too firm to eat. So you wait for them to get a bit ripe. But right when you are excited about the avocado toast you are going to make, you realize they got bad. All the avocados you bought go to the trash.…
3C Analysis (Company): How To Analyze Your Company To Find The Winning Positioning
In our Profit-Led Branding Framework, three elements drive a brand’s new positioning: Company, Customer, and Competition. Only the right insights from these 3C’s can make the new positioning obvious. In this article, we’ll dive into the first C: Company analysis. – In 2003, the iconic toy brand LEGO was in trouble. They had a negative…
Why B2B Customers Are Also Driven by Emotions
There is a common misbelief about how B2B buyers vs consumers make a purchase decision. You’ve probably heard it before. It goes like this: Consumers are emotional. They are prone to impulse buying. So they buy things without thinking rationally. But B2B buyers are the opposite. They are totally logical. They evaluate options rationally and…
How Positioning Shapes Everything About Your Business
Positioning shapes everything about your business. How? Let’s make a simple thought experiment. Imagine you have a new business. You want to sell a service — sales training. One way to position it could be “training for sales teams in B2B software companies.” And that would define your: This is clear. Now, another way to…
Brand Narrative: Why You Need A Bold Narrative To Stand Out (And How To Create One)
In 2003, the Las Vegas Convention and Visitors Authority (LVCVA) realized the city needed a new story. Las Vegas had been associated with gambling over the years. Casinos were indeed a key feature of the city. But Vegas offered many other things. Shows, restaurants, parties… So they hired R&R (an advertising agency) to create a…
Perceived Value: How To Create More Customer Value (Without Changing The Product)
How can a business create value for customers? And how can you increase it without changing much about the product or service? Let’s think together. 1. Benefits Functional benefits are always a factor. You buy a watch to know the time. And maybe you dive a lot. So water resistance up to a certain pressure…
Mental Availability: How To Make Your Brand The Obvious Choice (At The Purchase Moment)
In 2008, the financial crisis hit the US. People lost their jobs. Banks went bankrupt. Everybody thought the global financial system was about to collapse. And guess what people stopped buying in such an environment? Yes, luxury products. So luxury watchmakers also went into a crisis like many other industries. People didn’t buy expensive watches…
Value Innovation: How To Win In Crowded Markets By Ignoring Competitors
In the 1960s, commercial aviation was booming. And aircraft engine manufacturers wanted to take advantage of this new industry. They had expertise and large production capacity coming from the Second World War. Rolls-Royce was one of them. But they were small compared with American giants like General Electric. And how do you grow in this…
