Four forces are acting on consumers when faced with a new product or service. It is essential to explore what consumers give up in order to be successful.
Choosing where to shop for makeup is a very personal decision. Here in Chicago there are a lot of options, but in my mind there are two main competitors: Ulta and Sephora. When I first moved to Chicago seven years ago, Ulta dominated the market, and I suppose that makes […]
Solid brand strategy comes from answering four strategic questions using helpful conceptual models.