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Brand strategists

Articles in Marketing, Product & UX written specifically for brand strategists.

Brand Awareness Doesn't Predict Purchase the Way Marketers Assume It Does

A brand can be widely recognized and still lose consistently at the point of purchase, because awareness and the specific memory structures that drive buying are related but distinct.

The Category Captain Problem: Why the Market Leader's Positioning Advice Doesn't Work for Challenger Brands

A challenger brand that copies the market leader's positioning playbook is usually reinforcing the exact category associations that already favor the leader, not building an advantage of its own.