Category: Startlingly Useful

There Is Only One Low-Cost Brand

There Is Only One Low-Cost Brand

Branding on price is very hard, if not impossible to defend. The issue is there can only be one cheapest provider at any time. Everyone else is more expensive. Think twice before positioning on price.
Never say, “One Stop Shop”

Never say, “One Stop Shop”

One stop shopping is not a value proposition, it's a compromise. Great brands are not all things to all people. Trying to serve everyone is a formula for losing your competitive advantage.

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Jeremy Miller

Top 30 Brand Guru

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