Most businesses find themselves competing with a plethora of new and rising firms, each relatively small in size and find their survival hugely dependent on the firm’s ability to craft a specific niche within the mass market. There are, however, businesses that compete with a smaller number of key competitors and they typically do not ...

Backstory: “I’m the Underdog brand, Sam!” It dawned on me how simplistic rationales for brand positioning strategies are formed when brand managers anchor their expectations on the basis of past successes. I was having a conversation over the internet with this acquaintance of mine who has just started a business in Queensland. He practically has ...