5 articles in this category
If you manage more than one product line or service portfolio under a single brand, you have likely felt the tension. One portfolio is seen as the inn...
In multi-brand portfolios, each brand operates within its own perceptual frame—a cognitive boundary defined by associations, values, and positioning. ...
Most positioning advice assumes one brand, one audience, one frame. But what happens when your product serves both enterprise procurement teams and fr...
In an era where audience attention is fractured across dozens of platforms and devices, brands face a cartographer's dilemma: how to map perceptual po...
When your audience already owns a frame that works against you, every message you send gets filtered through that lens. They hear your claims, but the...