Author: Bryan Osuszek

The brand ladder is an effective way for brands to communicate their benefits, sustain their positioning, and lean into their points of difference. In short, laddering is a communication strategy that links a product’s tangible features and attributes to its emotional or psychological benefits. The goal is to influence customers by expressing value on a…

Through scenes of sun-drenched resort paradises, decadent indulgences, and a glamorous cast of jet-setters, The White Lotus on HBO Max crafts a luxury fantasy drawing users into its alluring orbit. The show’s visual language builds a world so vivid, audiences instinctively want to step in. Season 3 has taken this world beyond the screen with…

How does a brand maintain its relevance for over a century while staying true to its core promise? Since 1886, Coca-Cola has mastered the art of sustaining its brand position by focusing on a single, powerful benefit—refreshment—while continually adapting how this benefit speaks to each new generation. This is no small feat. As society evolved…

A Brand Positioning Statement is your brand’s strategic foundation. Your brand’s DNA. A clear guide that aligns and directs all customer-facing decisions related to your brand. It clarifies who your brand is speaking to, how it fits into their lives, and what unique value it offers. It conveys to the customer what makes you different.…

Every industry suffers from the Red Ocean dilemma. Competition is stiff to the point where products and services get commodified, forcing companies to reduce prices and profits. In this type of environment its hard to succeed without some competitive edge. Companies need a way to communicate their unique value. To elevate their offering beyond a…

Why do people fiercely defend their preference for Coke or Pepsi when, chemically speaking, the fizzy beverages are almost identical? A study from the early 2000s, using brain scans, helps answer this question. The study, titled Neural Correlates of Behavioral Preference for Culturally Familiar Drinks, reveals that our choices aren’t just about taste. It demonstrates…

A strong, appealing brand is one of the most valuable assets a company can have. It shapes consumer perception, builds trust, and elevates a product beyond its basic function, allowing businesses to command premium pricing and long-term loyalty. Beyond selling their products, brands sell ideas, emotions, and experiences. Whether it’s a luxury name elevating the…

A study from Kansas State University and Pusan National University, titled Roles of Brand Value Perception in the Development of Brand Credibility and Brand Prestige, explores how perceived brand value shapes trust, prestige, and customer loyalty. The research, conducted in the coffeehouse industry, highlights that brand credibility and prestige significantly impact a consumer’s willingness to…