Here are some thoughts and advice from brand development professionals written to help give small businesses a competitive edge. Feel free to ask us a question on our Contact Us page.

How a Competitor’s App Can Close Your Business

How consumers view food is radically changing. Organic is the fastest-growing sector of the U.S. food industry, accounting for $43.3 billion in sales in 2015. A survey found 88 percent of respondents will pay more for healthier foods, or those containing buzzwords like “all natural” or “super foods.” Consumers see food as a method to manage their…

Mapping Brand Strategy: Leveraging Distinctiveness and Centrality

When creating a new company or product, it must be representative of others in its category, but unique enough to differentiate itself from competitors. To address this contradictory goal, Professors Niraj Dawar and Charan K. Bagga created the central-distinctiveness (C-D) map to analyze business performance against brand positioning.     The map is organized into…