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When you don't have a clear brand message, this can create havoc with your internal and external teams as you are not succinctly communicating who you are, what you do, and why you are different in a consistent framework.

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Do you remember the Pepsi challenge? It was a legendary marketing promotion in which people participated in a blind taste test with Pepsi vs. Coke. More people preferred Pepsi but continued to buy Coke. When a brand choice is made, the strong, familiar, trusted brands will always have an edge. An effective brand promise builds trust with customers.

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The brand pyramid is an outstanding marketing tool that lays the foundation of a strong brand: driving direction, consistency, and what can be done to achieve brand loyalty. Here is a step-by-step process on how to develop a brand pyramid.

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A brand pyramid provides the emotional context consumers need from being first-time buyers to brand advocates. In this article, I'll share with you what a brand pyramid is and six reasons you'll want to start using it today.

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Market segmentation gives your brand an advantage over your competitors because you can show your customers that you understand them and can provide them with what they need. In this article, I will share with you how to segment your target market and how to conduct market segmentation.

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