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Wednesday, October 6, 2010. War of the Flea". How do challenger brands compete against brand leaders? This of course is the million dollar question! Over the past five years Espial has conducted over a hundred strategic product marketing interventions to help clients with exactly this question. To start with, if your offering is not the chosen market-leader product or service, it’s simply because the market has already chosen a competitor’s brand, product or service. Transforming from Prey to Predator.

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Wednesday, October 6, 2010. War of the Flea. How do challenger brands compete against brand leaders? This of course is the million dollar question! Over the past five years Espial has conducted over a hundred strategic product marketing interventions to help clients with exactly this question. To start with, if your offering is not the chosen market-leader product or service, it’s simply because the market has already chosen a competitor’s brand, product or service. Transforming from Prey to Predator.

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Brand Relevance | brand-relevance.blogspot.com Reviews

https://brand-relevance.blogspot.com

Wednesday, October 6, 2010. War of the Flea". How do challenger brands compete against brand leaders? This of course is the million dollar question! Over the past five years Espial has conducted over a hundred strategic product marketing interventions to help clients with exactly this question. To start with, if your offering is not the chosen market-leader product or service, it’s simply because the market has already chosen a competitor’s brand, product or service. Transforming from Prey to Predator.

INTERNAL PAGES

brand-relevance.blogspot.com

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Brand Relevance: Brand Building - Science or Luck?

http://brand-relevance.blogspot.com/2010/08/brand-building-science-or-luck.html

Monday, August 30, 2010. Brand Building - Science or Luck? Are brands born, or are they made? Is it nature or nurture? Is brand building an art or a science? I believe the answer lies in “Planned Happenstance”. Instauratio Magna by Francis Bacon. Recently I had the pleasure of meeting Nassim Taleb, author of the two best selling books that pre-empted the recent Financial Markets meltdown, “Fooled by Randomness” and “The Black Swan”. I believe in luck. I have personally been the beneficiary of on-goin...

2

Brand Relevance: August 2010

http://brand-relevance.blogspot.com/2010_08_01_archive.html

Monday, August 30, 2010. Brand Building - Science or Luck? Are brands born, or are they made? Is it nature or nurture? Is brand building an art or a science? I believe the answer lies in “Planned Happenstance”. Instauratio Magna by Francis Bacon. Recently I had the pleasure of meeting Nassim Taleb, author of the two best selling books that pre-empted the recent Financial Markets meltdown, “Fooled by Randomness” and “The Black Swan”. I believe in luck. I have personally been the beneficiary of on-goin...

3

Brand Relevance: Fractual self-similarity is the secret to branding success

http://brand-relevance.blogspot.com/2009/10/fractual-self-similarity-is-secret-to.html

Thursday, October 1, 2009. Fractual self-similarity is the secret to branding success. As "Branding Practitioners" it is our job to advise our clients on how to turn their products into products-for-markets and thereafter into product brands. Not all products are brands, but all brands are products or services. So how can we expand brand perception? Branding (verb) = f ( translation of a product's "truth" statement / unique characteristic into a fractal self-similar experience / message (DNA) x (multipli...

4

Brand Relevance: October 2010

http://brand-relevance.blogspot.com/2010_10_01_archive.html

Wednesday, October 6, 2010. War of the Flea". How do challenger brands compete against brand leaders? This of course is the million dollar question! Over the past five years Espial has conducted over a hundred strategic product marketing interventions to help clients with exactly this question. To start with, if your offering is not the chosen market-leader product or service, it’s simply because the market has already chosen a competitor’s brand, product or service. Transforming from Prey to Predator.

5

Brand Relevance: Finding My Own Way

http://brand-relevance.blogspot.com/2010/10/finding-my-own-way.html

Wednesday, October 6, 2010. Finding My Own Way. The great sea farers of yesteryear left port to discover new lands using crude charts and stories from those that went before them and were lucky enough to return alive, together with what they knew to be true, their known position - their port of departure. The current recession is worse than that of 1948 and more jobs have been lost together with the buying power that goes with it. The dilemma we are facing is that future growth will probably be joble...

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brand-relevance.blogspot.com

Brand Relevance

Wednesday, October 6, 2010. War of the Flea". How do challenger brands compete against brand leaders? This of course is the million dollar question! Over the past five years Espial has conducted over a hundred strategic product marketing interventions to help clients with exactly this question. To start with, if your offering is not the chosen market-leader product or service, it’s simply because the market has already chosen a competitor’s brand, product or service. Transforming from Prey to Predator.

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