“We wanted to get delighted from the second you saw a lift” is how John Zimmer articulates Lyft’s marketing strategy to penetrate a market with an existing product such as short-distance ride-sharing. Uber dominated a market that it literally created. It necessitated a fresh, creative approach from Lyft’s marketing strategy regarding their positioning. This is […]

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Hey there! We’re still hard at work on this article, but we wanted to give you a sneak peek. In the meantime, you can sign up for our newsletter to make sure you don’t miss it when it’s live. We promise it’ll be worth the wait!   Track and measure the activity. Be straightforward and […]

Some of you might be familiar with the illustration above (Image Source); the concept presents a person’s path to success and how one sees it, compared to the reality of reaching the goal when persevering. This is the mindset we should take in setting metrics for brand awareness KPIs. We know we can reach our […]

At some point in our lives, each of us has set personal goals, whether to lose weight, complete a marathon, earn more money, or meditate frequently. But what happens if we realize these goals are not easy to reach? Most of us will stop trying to achieve them, but we forget that they serve as […]

While listening to Stela Krief, SodaStream’s Israel CEO, on the Billboard podcast, something in particular she said caught my attention, “At SodaStream, we walk the talk. There is no social agenda that needs to be invented. At other companies where I worked when forced to choose a social agenda it was always pushed aside, and in […]

Let’s say that your brand competes in a monopolistic environment. Meaning, that you’re playing with sellers whose product is different in some way but ultimately serves a similar purpose. But then stronger new players decide to invade the territory aiming to wipe everyone out. How would you play? GoPro has been facing this type of […]