#brand-positioning

#brand-positioning

While unsuccessful entrepreneurs obsess over what makes their brand special, successful entrepreneurs instead ask a more powerful question to transform their business into an unstoppable brand: What am I fighting against? This is the concept of the " strategic enemy," which I wrote my new book about, and it is the most powerful yet underutilized tools in brand building. A strategic enemy is the oppositional force that your brand or category stands against. It could be a competitor, category, convention, or concept.

Beauty brands are adapting to ongoing shifts, including tariff fluctuations and a cost of living crisis, impacting consumer behavior towards affordability.

Brand executives clearly sense a more unpredictable and volatile market. They are being asked to manage risk while also delivering on growth objectives.

The era of '40% off everything, today only' is mostly gone; repeat customers now expect a blend of urgency, brand alignment, and personalization.