What is Brand Purpose, what isn't, how to find it, and is it important to have one? Brand Purpose could be used for your positioning especially if it is also a cause. This article covers, amongst other topics, -Definition of brand purpose -Where does purpose sit in...

Prestige and luxury beauty branding isn't the same. These terms are used interchangeably even though substantial difference exists between the two. According to Professor Bernard Dubois and Sandor Czellar's published paper in 2002 on luxury brands vs prestige brands,...

Learn the AIM BIG™ Creative Advertising and Content model for designing and executing creative content and advertising campaigns to 10X your marketing ROI and cement your place in the minds and hearts of consumers. Please note: This model is for creating a content...

BRIEFCASE™ content marketing strategy, a 5-step process, will help you design both creative and educational content for your health and beauty brand. BRIEFCASE™ content marketing strategy will also help you achieve 10X awareness and engagement via any media-owned,...

Brand Positioning, like the term states, is occupying a vacant, perceptual space in the minds of willing and able target consumer. Why Brand Positioning? A branded business needs to deliver the core promise to its target consumer with utmost coherence at every...

Premium Pricing is the biggest driver of a brand’s long-term profitability followed by cost reduction and then by volume increase. Profit Impact Of Premium Pricing Vs Cost Vs Volume  As shown in the chart above, a 1% change in Price creates a change in operating...