Brand Differentiation

On admire les grandes entreprises sur le papier. Mais beaucoup sont en perte de vitesse. Fermetures, restructurations, plans sociaux… Même chez des marques qu’on pensait intouchables. Le problème n’est pas seulement f…

If your competitor explained what you do in their own words, would the buyer still choose you? I think about this question constantly. It came up again this morning while reviewing a tech company’s positioning during a …

Most markets aren’t “one fish, two fishermen.” Sometimes I talk about how great positioning means only one brand leaves with the customer. But it's really a little more difficult. You don't have a competitor, you have h…

This is interesting. My team been pulled in 3 times this year to “Train our AI to understand our brand.” This seems to be the next evolution of positioning. We aren't writing content, or ads. Not redesigning a site or…

L’ennemi des marques aujourd’hui : le bullshit narratif. “L’humain est au cœur de notre démarche.” “Nous accompagnons la transformation.” “Nous proposons des solutions innovantes.” Ces phrases ne sont pas fausses. Le p…

This “Love Your Logo” myth needs to die. This is the type of crap you see from Instagram designers that have never had to make business decisions alongside branding ones. Too many founders still use the “Logo First” mo…

The algorithm doesn’t care how often you post; it cares about people. And people only care about how much physiological arousal you trigger. Had the CEO of a client tell me she bought a coaching program for her person…

The Blue Ocean Strategy breaks more brands than it builds. From my experience, it’s one of the most misapplied frameworks in the entire growth, business, positioning, and especially differentiation world. Everyone lo…

Here’s what nobody tells you about “great marketing”. It doesn’t fix a weak position. That's why eager clicks to a website don't convert into eager sales. You can have clean creative, strong copy, a full funnel strate…