Brand Positioning Tactics

There’s a quiet habit that makes people instantly more likable. No, it’s not charm. Or charisma. Or being loud in meetings. It’s this: They speak positively about other people. (And there’s real psychology behind it.) It’s called spontaneous trait transference. Translation? When you describe someone else - “She’s so thoughtful,” “He’s really sharp” - the people listening associate those same traits with you. Wild, right? Here’s how it plays out at work: You lift someone up → people link you with generosity You call out someone’s strengths → you seem credible and secure You gossip or go negative → the negativity sticks to you, not them The science is clear: what you say about others quietly shapes how people see you. So next time you're tempted to vent or gossip... Pause. Reframe. Build your brand with what you spot in others, not what you tear down. Smart reputation strategy? Start with kindness. P.S. Do you find people who are kind are also more likable?

“Sales-Focused Advertising” - new cartoon and post https://lnkd.in/g_C9ztJm Peter Drucker wrote this in his 1973 book on management: “You have to produce results in the short term. But you also have to produce results in the long term. And the long term is not simply the adding up of short terms.” Business carries a bias toward short-termism in general, but particularly in marketing and advertising. There’s a fundamental tension between the goals of long-term brand building and short-term sales activation. The age of digital marketing and measurement helped swing the pendulum even further to pressure marketers into making every piece of communication tied to immediate ROI. This approach can actually jeopardize overall effectiveness. Ehrenberg-Bass professor John Dawes found that only 5% of  B2B customers are in the market at any one time, so marketing focused primarily on sales activation misses the bulk of the opportunity. This echoes the findings of Les Binet and Peter Field in The Long and the Short of It that marketers consider a 60/40 rule in their advertising plans: 60% focused on brand building and 40% on sales activation. I was struck by this observation from Mark Ritson over the last week: “You can do both at the same time in an ad but it rarely works well, because you aren’t just trying to satisfy long and short agendas in the same 30 seconds, you are also being both rational and emotional. You are targeting a smaller group and the whole market. You are communicating the overall brand message and a specific product benefit. You are trying to change memory structures and elicit an immediate response. You are aiming for the top of the funnel and the bottom. You are driving your marketing car in fifth gear and reverse at the same time.” For related cartoons and all the links in this post, click here: https://lnkd.in/g_C9ztJm To sign up for my weekly marketoon email newsletter, click here: https://lnkd.in/gteDRRTd #marketing #cartoon #marketoon

The rebrand everyone should study. Stanley turned $70M into $750M. By 2019, Stanley was fading. The heritage thermos brand was being pulled from shelves and competitors like YETI held 16% market share. A 100-year-old company looked destined for decline.   Then came an insight. A lifestyle blog, "The Buy Guide", featured Stanley. Their audience, mostly women, bought out inventory every time. Stanley made a bold shift: Instead of clinging to the rugged, male audience, they repositioned around millennial and Gen Z women. The strategy: → Keep the heritage of durability and quality → Redesign for modern lifestyles (cupholder fit, straws, dishwasher-safe) → Launch in trendy colors and seasonal drops → Partner with influencers and retail collabs → Build a collector culture with limited editions The result: Revenue grew from $70M to $750M in four years. From being pulled from shelves… to customers camping out for launches. Lessons for every brand: 1. Do not assume your legacy audience is your only audience. 2. Customer insights, even small ones, can spark entire transformations. 3. Rebranding does not always mean abandoning heritage. It can mean reinterpreting it. 4. Speed matters. But if you move too fast without brand integrity, you lose trust. If this resonated, repost to your network ♻️ and follow me Holly Rae Felicetta for more.

Everyone told me that building a powerful image was all about being visible and outgoing, they lied. I tried it and here’s why it’s the biggest mistake you can make. Six months ago, I asked someone, “What’s the secret to building a strong personal brand?” They said, “Be seen. Be heard. Put yourself out there.” I took that advice and started showing up more, sharing more, and trying to be everywhere. yet then, I realized... being everywhere isn’t the answer. It’s the quickest way to lose your unique edge. Creating a mysterious aura isn’t about blending in—it’s about leaving people wanting more. Here’s what really works when it comes to image management: → Don’t reveal everything at once: Keep certain aspects of yourself, your expertise, or your next move under wraps. A little mystery builds curiosity. Example: Share a teaser about an upcoming project or a surprising fact about yourself—but don’t give away everything. Let your audience wonder. → Quality over quantity: Being strategic about what you share will make people value your presence even more. Example: Instead of posting constantly, focus on sharing content that creates impact and gets people talking. Let your expertise speak for itself. → Control your narrative: Don't just react to trends, set your own. Example: Become the trendsetter by crafting your own voice and perspective. Make your audience feel like they’re in the inner circle when they engage with you. → Maintain an air of exclusivity: Build a reputation for being selective about who you spend time with, both online and offline. Example: Your presence should be something people look forward to, not something they take for granted. Focus on this, and you’ll start to see how much more powerful your image can be. When was the last time you made people wonder more about you? I’d love to hear your thoughts in the comments below! Follow me, Aarti Sharma, for more strategies on image management and brand building. #ImageManagement #PersonalBranding #Mystery #Strategy

How to Strengthen Relationships with UAE Family Offices by understanding Aqd, Sharika, Hefz, Muwalada, and Faz’a👇 In the UAE, relationships with family offices are built on trust, legacy, and shared values. Understanding traditional tribal concepts can provide a deeper foundation for engagement. Here are five key principles and how to apply them effectively: 1. Aqd (عقد) – The Formal Agreement Aqd represents a structured commitment beyond just a legal contract. It signifies mutual respect and long-term vision. How to use it: - Approach family offices with well-defined, structured agreements that reflect shared goals. - Emphasize transparency and clarity in deal-making to build confidence. 2. Sharika (شركة) – The Business Partnership Sharika goes beyond transactions; it implies a long-term business relationship rooted in mutual benefit. How to use it: - Position your proposal as a partnership rather than a one-time investment. - Highlight how your collaboration will evolve over time, creating sustained value. 3. Hefz (حِلف) – The Strategic Alliance Historically, Hefz symbolized inter-tribal alliances based on trust and shared interests. How to use it: - Focus on aligning your interests with the family office’s broader investment philosophy. - Offer strategic insights or access to networks that strengthen the alliance. 4. Muwalada (موالاة) – The Loyalty Bond Muwalada reflects a commitment that extends beyond business transactions into trust and reliability. How to use it: - Demonstrate long-term commitment by maintaining consistent engagement, even outside deal cycles. - Build rapport by understanding family office priorities, values, and philanthropic interests. 5. Faz’a (فَزعة) – Mutual Support & Collective Action Faz’a is the concept of coming together for a common goal, embodying the spirit of mutual support. How to use it: - Position yourself as a resourceful partner who brings more than just financial capital. - Offer expertise, strategic opportunities, or crisis support to reinforce trust. Applying These Principles in Practice: Success in the UAE is not just about what you bring to the table. it’s about how you build relationships that last. Family offices value partners who think generationally, act with integrity, and contribute beyond business transactions Those who approach engagements with these traditional values in mind will not just do business in the UAE, but will earn the trust and respect needed for long-term success. Success will follow loyalty, and ROI will flow from friendship... Family Office Summit Dubai 25th February 2025 SIGN UP HERE: https://lnkd.in/dJVQRJ7J #FamilyOffice #UAE

We talk a lot about how brands can connect to women. But here’s where I think the conversation goes wrong: Women are not one group of like-minded consumers. The category of “women” comprises 4 billion people with different preferences, professions, purchasing habits, and personal lives. So how can brands connect with women? Authenticity. I'm talking about the kind of authenticity that comes from truly understanding, representing, and serving the people your brand reaches. Why does this matter? Let's look at the numbers first:  • Women are overseeing $32 trillion in spending globally.  • By 2028, 75% of discretionary spending will be controlled by women. These aren't just statistics—they're a wake-up call for brands trying to connect with women. Brands historically miss the mark when they focus on women as "consumers," rather than as people. Take Dove's work with the CROWN Act, a movement and legislation aimed at prohibiting race-based hair discrimination in workplaces and schools. By bringing attention to how women of color—particularly Black women—have historically been told how to wear their hair at work, Dove drove meaningful change that extended far beyond marketing. The result for Dove (and its parent company Unilever) hasn't just been products sold, but actual legislative change—all because they stood for something that impacts the day-to-day life of their consumers. The key to the consumer paradigm: You cannot effectively serve women if you don't represent them at every level of your organization. Women continue to hold relatively few leadership positions in industries primarily serving women. The fashion and beauty industries, for example, are dominated by male leadership. When brands get it right, it shows. A few examples? FERRAGAMO appointed a female CEO back in 1960—long before it was trending—and that commitment to women in leadership has been woven into their DNA ever since. It’s not a campaign. It’s who they are. Or formula company Bobbie, which doesn’t just have consumers, they have devoted brand ambassadors, families, and loyal subscribers. True representation isn't about optics—it's about women making decisions at all levels—from product development to marketing to the C-suite. Maybe we need to retire the word "consumer" altogether. Because if we're talking about real, authentic connections, shouldn't we instead be focusing on people as human beings. It's no longer about thinking what you “should” create to get them to buy—it's about genuinely making that woman’s life better because you know exactly who she is. And your company’s leadership reflects that. 

Marketing keeps playing the 'either or' game, when it's never a black and white choice. It feels that the conversation keeps being framed trapped as a trade-off: • Brand vs. demand gen • Long-term value vs. short-term pipeline • Creativity vs. conversion But that’s the wrong approach. That’s why I took the time to write about what’s broken in the role of the modern CMO, and what we need to evolve. 👉 Read it here: https://lnkd.in/e9WyxmAA. --- On this specific topic, my thinking is that great marketing leaders doesn't pick sides. It builds both. Brand isn’t a seasonal campaign. It’s compound growth. It shows up in every page, post, and partnership. From the story your sales team tells to the confidence a prospect feels after browsing your site. It’s how trust gets built, consistently. Demand gen, performance, growth, whatever label you give it, serves a different job. It's about delivering value in the right place, at the right time, with the right message. I know, it's kind of cliché writing. But done right, it supports the brand, doesn't cannibalize it. 𝗜𝗻 𝘀𝘂𝗺𝗺𝗮𝗿𝘆, 𝗶𝘁'𝘀 𝗮𝗹𝗺𝗼𝘀𝘁 𝗹𝗶𝗸𝗲: Brand is the emotional trust layer. It builds recall. Memory. Reputation. Demand / performance gen is the action layer. It drives motion. Momentum. Results. --- Let’s stop leading from a place of either/or. Let's lead from a place of clarity and conviction, understanding how all motions feed the journey from attention to consideration to commitment. Great marketing isn’t binary. It's a whole set of bold choices that pay off. And thinking AND (with clarity and prioritization) over OR is a better shot at shaping companies that actually last. --- I’m Hugo Pereira, co-founder of Ritmoo and fractional growth operator. I’ve led businesses from €1M to €100M+ while building purpose-driven, resilient teams. Follow me for real takes on growth, leadership, and scaling what matters. My book, 𝘛𝘦𝘢𝘮𝘴 𝘪𝘯 𝘏𝘦𝘭𝘭 – 𝘏𝘰𝘸 𝘵𝘰 𝘌𝘯𝘥 𝘉𝘢𝘥 𝘔𝘢𝘯𝘢𝘨𝘦𝘮𝘦𝘯𝘵, 𝘭𝘢𝘶𝘯𝘤𝘩𝘦𝘴 𝘳𝘦𝘢𝘭𝘭𝘺 𝘴𝘰𝘰𝘯!

👉 Unlock the secrets of consumer psychology to enhance your email marketing effectiveness 📧 In the crowded space of email marketing, understanding and applying behavioral economics can significantly improve the effectiveness of your campaigns. By tapping into how consumers think and make decisions, you can craft emails that not only get opened but also convert. ▪️ The Scarcity Principle ⏰ : Utilize the Scarcity Principle in your email campaigns to create urgency. Informing recipients that a deal is limited-time only or that only a few items are left can significantly increase the likelihood of immediate action. For example, "Only 3 hours left to claim your offer!" or "Just 5 items remaining at this price!" ▪️ The Paradox of Choice ✅ : Simplify consumer decision-making by limiting the number of options. The Paradox of Choice teaches us that too many options can overwhelm and deter decision-making. Optimize your emails by providing one clear call to action or focusing on a single product or service rather than multiple. ▪️ Personalization and the Liking Bias 🙋♂️ : Leverage the Liking Bias by personalizing your emails. People are more likely to engage with content that appears tailored to them. Use data to address recipients by name, reference past purchases, or suggest items based on browsing history. This not only captures attention but also enhances the feeling of intimacy and relevance. ▪️ Loss Aversion 🔚 : Capitalize on Loss Aversion by highlighting what your customers stand to lose if they don’t take action. Phrasing like, "Don’t miss out on this opportunity!" can be more effective than simply presenting the benefits of an offer. 𝐏𝐫𝐚𝐜𝐭𝐢𝐜𝐚𝐥 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲: Review your current email marketing strategies. How can you implement these behavioral insights to increase open rates and conversions? Test different approaches in your campaigns to see what works best with your audience. #BehavioralEconomics #EmailMarketing #DigitalMarketing #ConsumerPsychology #ServingMarketing #SirviendoMarketing

The real challenge for CMOs right now? Navigating the tightrope between short-term performance and long-term brand building - especially in a world where AI is accelerating everything and anxiety is mega high. In the best of times, finding this balance takes discipline, alignment, and a hell of a lot of patience. But in a downturn, disruptive market, or massive market shift? It feels nearly impossible. Suddenly, the pressure piles on: more pipeline, more meetings, better conversions, now! Today. Yesterday, even. And look, I get it. I’ve been there. The sleepless nights. The meetings with finance where every dollar of spend feels like it’s under a microscope. The board decks that scream “impact this quarter.” It’s real. But I’ve also seen what happens when you panic: You lose the narrative. You burn out your team. You sacrifice brand for clicks. And worse, you end up further from your goals, not closer. The truth? In this AI-fueled era, where velocity is up and trust is down, the companies that endure are the ones who build with intention. Who create experiences, not just impressions. Who invest in the brand as a moat, not just a moment. Here’s what I’ve learned over 20+ years (and a few marathons worth of marketing war stories): ✅ Alignment is everything. Sit down with your CEO, CFO, CRO, not once, but regularly. Misalignment breeds misfires. Shared context builds confidence. ✅ Build a dual-track plan. Yes, show how you’ll drive impact now. But also protect space for long-term bets including brand, community, advocacy, innovation. These are the assets that compound over time. ✅ Lead with calm. Especially now. Your team takes its emotional cues from you. If you’re freaking out, they will too. Set the pace. Create clarity. Breathe. I call this leading in the gray, that zone where outcomes aren’t guaranteed, the pressure is high, and the stakes are real. But it’s also where the best leaders, and the best brands, are forged. And if this is your first major storm? Don’t worry. There’ll be more. Just don’t let this one shake you off your foundation. You’ve got this. We’ve got this. #CMO #Brand #Marketing

I was speaking to the centre managers at Curefit - house of cult, at the Koramangala Centre. One of the interesting points he mentioned is that in most exercise classes, there are now equal numbers of men and women, which was not the case until a few years back. In fact, in dance fitness classes, the ratio is 70:30 for women. Anecdotally, speaking to colleagues, I see more women than men use quick commerce apps like Zepto, Flipkart Minutes, and Blinkit which mostly have items priced higher. The trend is in line with the rise of income levels of women in Urban India which has now surpassed the income of men in Urban India. A decade back for the first time the gross enrollment ratio(number of women enrolling on schools) for girls was higher than that of boys. Since, pass % of girls is better than boys, today at every education level more women are getting educated than men. You might have not noticed but there is a gradual shift in #marketing, and strategy across #business to cater to this shift. Few examples: 1. Westside: 2/3 thirds of Westside's entire revenue across 220 stores comes from women's apparel. In the last few years, Trent has launched new women-centric formats such as Misbu for cosmetics, Samoh for premium occasion wear, and Utsa for women’s ethnic wear catering to Urban women. 2. Rainbow Hospitals: Rainbow Hospitals is one of the fastest-growing maternity-focused children's hospitals based out of Hyderabad. Until a few years back, there were no mother-child speciality care hospitals. It was just a sub-unit of big multi-speciality hospitals. 3. Titan: Mia, a women-focused light jewellery brand is now doubling down its stores in India. Along with that Titan has been launching a flurry of women-centric #brands most recently being Taneri - selling high-end sarees to cater to affluent women in urban India. #technology #startups #kneeledge