Stop right there if you're trying to break into Japan and think you can wing it with a patchwork brand. In Japan, brand consistency isn’t...

Understanding consumer behaviour is crucial for effective brand strategy in modern marketing. However, a common misconception persists...

Understanding how brands compete and grow is crucial in B2B marketing. The Duplication of Purchase Law, a concept established by the...

Getting to grips with the intricacies of retention and defection rates is crucial for businesses aiming to solidify their presence and...

The Pareto Principle, often called the 80/20 rule, is a well-known concept in business and marketing. This principle suggests that 80% of...

Understanding and applying the concept of a natural monopoly can significantly influence business strategies, particularly in unique...

Understanding consumer behaviour is a cornerstone of successful marketing strategies, especially in a market as unique and dynamic as...

Brand loyalty is a critical component of any successful business strategy. It represents the extent to which consumers are devoted to a...

Mental availability, defined by Byron Sharp in his book How Brands Grow: What Marketers Don't Know, is "the probability that a buyer will...

Growing substantial mental availability is one of the keys to building a brand anywhere. Successfully entering the Japanese market...