What makes a premium brand claim believable to buyers?
A premium brand claim is credible when buyers can inspect relevant evidence of the product, service, and commitments behind it.
The journal
Articles
Essays on judgment, influence, and what happens when the stakes get personal.
How to choose a market position buyers can understand
Choose a category that helps buyers understand the problem you solve and the alternatives available. Test the comparison against buyer language before assu...
Can customers explain what your company does after one visit?
Test brand-message clarity by asking relevant readers to explain the offer, intended customer, and next commitment after viewing it.
How to separate brand ambition from claims you can prove
Record each material brand statement with its current evidence, owner, and limits. Label future commitments as future commitments, and remove wording that ...
Does your brand need to be different or easier to recognize?
First determine whether buyers fail to recognize the company or fail to see a relevant reason to choose it. Test recognition and perceived value separately...
How to compare your company with competitors fairly
Compare competitors through relevant criteria, current verified information, and equivalent offer conditions.
How to run an all-hands meeting that surfaces real questions
Collect questions before the meeting, explain how you select them, and publish follow-up on unresolved issues. Give employees a credible route to ask diffi...
What should a CEO stop doing during a company turnaround?
A stop-list workshop for reducing turnaround work while protecting service continuity and explicit obligations.
How to prepare a successor after a founder-led turnaround
A succession handover built around recovery exit conditions and demonstrated decision ownership.