In marketing there's always more than one angle when it comes to approaching a problem or an opportunity. In this article I'll look at differentiation and establishing competitive advantage from the product offering perspective.
Last month I talked about Why is emotional appeal central to brand building? This month I delve deeper into how businesses connect with their audience at the emotional level. Fitness First has had a successful update to their brand and as part of the £225m global rebranding are now creating a new online portal to appeal and engage more with [...]