Why A Winning Brand Positioning Demands Weaknesses (And How To Embrace Them) - Frontera
Why Listerine embraced its medicine taste, why a winning positioning requires tradeoffs, and how to reinforce your differentiation:| Frontera
The biggest mistake in B2B messaging is copying consumer brands. I know. Who doesn’t want to be inspirational like Nike? Who doesn’t want to influence buyers with a strong mission like Patagonia’s? But think about it. These are consumer brands. They sell commoditized products. A jacket is a jacket. No matter what brand you buy… Continue reading Why Nike Can Get Away With ‘Just Do It’ and Your B2B Brand Can’t The post Why Nike Can Get Away With ‘Just Do It’ and Your B2B Brand...| Frontera
Why Listerine embraced its medicine taste, why a winning positioning requires tradeoffs, and how to reinforce your differentiation:| Frontera
Social proof doesn't sell — it reassures. Here’s how most B2B brands get this backward in their messaging and how to fix it:| Frontera
Can higher expectations actually create better outcomes? Here's what the priming effect is and how to use it to your benefit in business:| Frontera
How T-Mobile beat giants in their own game, how Zara changed fashion, and how to use Framestorming to find the right focus for your brand:| Frontera
You can’t differentiate your brand by using what’s expected. Let me explain with an example. Go to 20 management consultancy firm websites. You’ll see that they claim to be different by providing high-quality work. Or by bragging about years of experience. Go to 20 CRM software websites. You’ll see that they claim to be different… Continue reading Points of Parity: Why Saying What Buyers Expect Never Makes Your Brand Stand Out The post Points of Parity: Why Saying What Buyers Expect...| Frontera
How to espace from “perfect competition” and get monopoly-like advantages as a B2B brand by reducing your competition:| Frontera
How McKinsey became McKinsey, why a bank said they love their clients because of their money, and how to use values to build a winning brand:| Frontera
Frontera is a brand strategy consultancy. We help you stand out as a distinct brand and outmaneuver the competition with a clear strategy.| Frontera
Why Rolex increased its ad budget in the 2008 crisis, how mental availability shapes customer decisions, and how to use it to grow your brand:| Frontera
Why do many B2B brands struggle to get their message across? Why is their value lost in translation? Here’s one reason. Many executives confuse messaging with copywriting. But messaging isn’t just about beautiful words. It’s about making decisions. It’s about clarity. Most B2B brands skip straight to copy and content, without building the structure beneath… Continue reading 7 Rules to Build Messaging That Actually Influences Your Buyers The post 7 Rules to Build Messaging That Actua...| Frontera
Every industry has its incumbents. Established players who come at the top of buyers’ category ladders. Like McKinsey and Accenture for consulting. Salesforce and Hubspot for CRM. Or Adobe and Canva for creative software. And then you have the challengers. New and upcoming players who try to get a hold in the market. They compete… Continue reading 12 Differences Between Incumbents And Challengers (And How Challengers Win) The post 12 Differences Between Incumbents And Challengers (And How...| Frontera
Why B2B brands use unnatural words to describe what they do, what causes it, and why you need clarity first to convey your value:| Frontera
What marketing bottlenecks keep B2B brands stuck, and their different symptoms to fix the right problem(s):| Frontera
How triggers start your clients' buying journey, 16 B2B buying trigger examples, and how to use them to make your marketing relevant:| Frontera
How serving two customer types almost killed Hubspot, why you should choose an ideal client profile, and how to choose it to grow faster:| Frontera
How some brands turn customers into believers, why customers buy ideologies in crowded markets, and how to develop one to stand out:| Frontera
How category ladders shape buying decisions and how to use them to become the obvious choice in your category:| Frontera
50+ mental model examples and their explanations. There are five categories: success, decision-making, biases, business, and human nature:| Frontera
Coca-Cola felt compelled to respond to Pepsi's ad campaign. But it became a disaster. Here's the famous story and how to avoid bias for action:| Frontera
How two students beat giant internet companies, how goal dilution kills believability, and how to avoid it to have a persuasive brand message:| Frontera
Why Slack was about to fail as a “group chat app”, how positioning increases perceived value, and how to make your brand something customers want:| Frontera
The Lindy Effect states the older an idea or a technology gets, the longer it'll live in the future. Here's how to use it in business and life:| Frontera
Talent stacking is increasing your chances of success by becoming good at many skills, rather than trying to become the best at one.| Frontera
How Autodesk became a $60 billion company by staying specific, and why narrow positioning beats generic positioning:| Frontera
How Financial Times stood out as a new newspaper, how “isolation” increases memorability, and how to make your brand distinct:| Frontera
How a rental company with seven cars became a global giant, how to find gaps in crowded markets, and how to find your brand’s unique positioning:| Frontera
How a fruit supplier dominated the market with one product, how sacrifices grow brands, and three sacrifices you can make for your brand:| Frontera
How LEGO came to the brink of bankruptcy, how a 35-year-old CEO saved it, and how to do company analysis for a successful positioning:| Frontera
How Five Guys went from 5 locations to 1700+ without advertising, how a brand charges 10x for vitamins, and why simple brands win:| Frontera
There is a common misbelief about how B2B buyers vs consumers make a purchase decision. And it costs B2B brands sales. Here's how to fix it:| Frontera
Here's how a Harvard Professor helped McDonald's increase milkshake sales by 400% with the jobs-to-be-done framework. And how you can use it:| Frontera
In 2001, Jeff Bezos received advice that shaped Amazon's fate. Here's his story and how businesses become great using the flywheel effect:| Frontera
How Brands Win newsletter distills the strategies behind great brands and gives you insights to use in your business. Join 10,000+ executives:| Frontera
Warren Buffett says he looks for sustainable competitive advantages in a business. Here's what he meant with examples and how to build yours:| Frontera
How 5 words brought billions of dollars to a city, why your brand needs a bold narrative to stand out, and how to create one:| Frontera
How Rolls-Royce changed the aviation industry forever, why you have to ignore the competition to grow, and how to differentiate with value innovation:| Frontera
How KitKat became the chocolate bar for breaks, how Rolex became Rolex, and how to use buying triggers to create demand:| Frontera
In 2001, Yellow Tail entered the competitive US wine market. And they managed to dominate it. Here's how to use the Blue Ocean Strategy:| Frontera
Ryanair started roasting its customers on social media. And their sales grew. Here's why it worked and how to value tradeoffs for your brand:| Frontera
Why Hooters Air failed, why Bloomberg Media succeeded, and how to increase your chances of winning in business with your circle of competence:| Frontera
How Marlboro risked its growth with light cigarettes, why Rolex created Tudor, and how to avoid brand dilution:| Frontera
How Aston Martin became an iconic brand, why Rolex doesn’t sponsor football matches, and how to use brand associations to occupy customers’ minds:| Frontera
How a $200 billion behemoth lost to two college dropouts, how the business life cycle resembles a game, and how to turn your size into a weapon| Frontera
How Salesforce conquered the CRM market, why Tesla’s first car was the Roadster, and how to use the Bowling Alley Strategy to drive growth| Frontera
How BMW became the ultimate driving machine, why your brand needs an enemy, and how to counter-position against a competitor to grow faster:| Frontera
How we started buying diamond rings, how Starbucks justified their overpriced coffee, and how to use anchoring to position your brand| Frontera
How Steve Jobs changed tech retail forever, why best practices make your brand average, and how to stand out with cross-industry innovation:| Frontera
The framing effect is when people make different decisions based on how the outcome is framed. Don Draper used it for Lucky Strike.| Frontera
How Swiss watchmakers survived the Japanese invasion, how one argument increased Lamborghini’s profits, and how to reposition for growth:| Frontera
How four words in a campaign changed L’Oréal’s fate, why buyer’s remorse kills your profits, and how to use cognitive dissonance for growth:| Frontera
How Ritz-Carlton became a luxury icon, why Steve Jobs made “impute” his marketing philosophy, and how to use the Halo Effect for a great brand:| Frontera
