One of the most difficult brand positions to navigate is low price. When choosing this strategy, brands must be willing to take a loss in bad economic times and accept lower margins than their competition when business is good. There are lots of examples of brands that have made low prices a part of their … Continue reading How To Navigate A Low Price Brand Strategy »

Recently, a sharp and forward-thinking client forwarded me an article referencing findings published in The Journal of Consumer Research, along with the following question: “We do a lot of research to make our products more likable—but what else do we need to do to make them more consumable?” Inherent in this question is the understanding … Continue reading It’s Not Enough For Your Brand To Be Liked »

Maybe you have gotten into this habit: I text people before I call them to ask permission, I guess, to call at a certain time. Turns out I’m not alone. This is the “new” phone etiquette. The Washington Post advised back in 2023 that you should “text first and never leave a voicemail.” So I’m … Continue reading Rethinking Communication Habits Of Radio Listeners »