The Power of Simple Shortcuts
There’s a big gap between what we see & think about our brands, and what shoppers see & think about our brands….
02
Sep
Finding New Ideas
08
Jul
The New Rules: Best Story Wins
The last blog in our series of the New Category Strategy Rules… All about the importance of story telling.
24
Jun
The New Rules: Growing The Category Pie
The next blog in our series of the New Category Strategy Rules… How can you grow the size of the category pie, not just the size of your slice?
08
Jun
The New Rules: Atomic Statements
The next blog in our series of the New Category Strategy Rules… How can you deliver a vision that is simply expressed yet packed with explosive quantities of meaning?
27
May
The New Rules: Reinventing Category Roles
The next blog in our series of the New Category Strategy Rules…What is the differentiated role your category can play?
11
May
The New Rules: Changing Category Landscapes
The next blog in our series of the New Category Strategy Rules…Who are you and who are you competing with?
07
May
Breaking the Category Strategy Rules
Getting to a great Category Strategy requires you to stop doing things the old way and to try doing things the new way…
21
Apr
The Power of Little Bets
In our industry, we strive for “the perfect.” But what works in theory often doesn’t work in practice. So, you need to experiment more…
02
Mar
Occam’s Razor
We often want to be clever or to say more. But often, the simplest solutions & messages are the best ones.
10
Feb
Changing the (Penetration) Game
Our industry is obsessed with penetration. But we think focusing on shoppers who already buy your brand is as (or even more) important.