The results or changes customers actually want to achieve when choosing a product, service, or course of action.
Sydney Sweeney and “Flight” When someone writes, “Wait, why have we even normalised seeing clothes only on perfectly built, Photoshopped people?” — that question usually hides a more basic blind spot: what a brand actually sells. It hits hardest in B2C, in brutal categories, in mass segments where product utility stopped being unique years ago. […]
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I’ll say it right away: positioning is not an easy thing. Most likely you won’t “solve” it in one attempt. This article is meant to push you into doing the work. How your positioning will take shape Why positioning matters Positioning exists to help you stand out. In everyday language, people call it “differentiating from […]
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1. Why did I need this tool? In digital marketing, just like in its “ancestor”, a lot depends on the specialist’s background. Especially if it’s not your first profession. I studied philosophy, spent 10 years in IT, and I ran into a problem: a USP — a unique selling proposition (УТП; unique selling proposition) burns out fast if you don’t […]
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Foundation A marketing framework is, in plain language, a “working frame” for marketing. There are HUNDREDS of marketing frameworks. 4C and 4P are the ones we use in our approach for these reasons: First, they’re simple frameworks for building a strategic base for a brand. Second, they work like binocular vision. Both frameworks describe the same reality, […]
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