In a world of shifting needs, blurred categories, and copycat competitors, brand relevance is never a given. It must be earned—and constantly sharpened. This is a practical guide you’ll learn how to: Make smarter choices about who you serve and what you stand for Unearth motivating insights that truly change behaviour Compete beyond your category, from your consumer’s point of view Build emotional distinctiveness that’s hard to copy Stay consistent and agile with the right br

How to Sharpen Your Brand in a Fast-Changing World In a world where disruption is the new normal, maintaining brand consistency is no longer enough. You also need to stay relevant. This article explores the modern brand imperative: how to evolve without losing what made your brand iconic. From identifying shifting consumer needs to staying ahead of agile competitors, it lays out four critical questions every brand should ask to remain distinctive, credible, and competitive.

Madfest 2025 brought together the world’s top marketing minds — and the message was clear: emotional connection, brand consistency, and deep consumer insight are the foundations of modern brand growth. Over three days, I heard from brand leaders at IKEA, Heineken, PG Tips, Crocs, and more. Their stories confirmed (and challenged) the Ten Principles for Sharper Brand Positioning I use in my work — and helped me refine my approach.

I've been working on a few Challenger Brand strategy projects lately, so I thought I'd share the strategic approaches and case studies we...

Are you grappling with the fact that you have more than one actual or potential target consumer segment? Groups of people who do or may...

When I am creating or evolving a brand positioning with a client, church bells generally ring when we crack the consumer target and...

How brands can balance their strategic endurance with the need to remain relevant & agile in today's rapidly changing world.

Managing an icon brand is a great privilege as a marketer. Being the caretaker of a brand that is woven into the fabric of a consumer’s...

In mature markets, finding a meaningful point of difference using a product attribute, rational or emotional benefit is becoming...

I love a killer fact! And the one I pulled from a recent McKinsey study really got me thinking………. “...the top 25 manufacturers are...