Starbucks has found itself at an awkward position: From a premium coffee retailer, it became the mainstream brand for people who don’t really care about coffee. In the past, the company dealt with this positioning through branding: Since 2009, the...
The #Amazon #Alexa is by far our favourite #innovation of this year. This stress-reducing digital virtual assistant has changed AI for the better, and Amazon is right to continue and build on that platform, which is currently more advanced than any competitor’s...
Reviving the Core through co-branding: in Italy, two mega brands are joining forces – McDonalds and Ferrero’s Nutella. The upside for McDonalds – creating excitement with an out of the box burger, within the core positioning of indulgence, for a...
E-Commerce Concierge Positioning: E-Commerce is fast becoming a price-based struggle, and competitors turn to services to find better differentiation. Faced with a multitude of cheaper, no-subscription-required competition, Amazon tried to provide better shipment and...
