Brands don’t die when a company closes its doors. They die when they stop meaning something to their customers. And that disappearance is often silent: it happens while the company improves the product, optimizes the conversion funnel, changes the logo, publishes more content… and still remains irrelevant to the consumer. But let me emphasize, however, that the problem is rarely a lack of work. It’s a lack of clarity. In this article, I’ll show you how you can create a succes

Discover how a bottled water brand has turned a basic product into a symbol of attitude and sustainability

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Exploring the unconventional story of Renova, the Portuguese brand that turned an ordinary product into a symbol of desire and self-expression, this article delves into how a shift from functional to self-expressive positioning can elevate even the most mundane items into something extraordinary. From Functional to Fabulous: A Shift in Brand Positioning The mundane world of toilet paper shopping rarely stirs excitement. But within this ordinary chore, Renova, a Portuguese br

Dividing your consumers by countries, regions, localities, or even postal codes is the simplest way to segment a market or an audience....

A brand cannot cater to every consumer, as it risks losing competitiveness across all markets. In fact, attempting to reach all audiences...