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Joseph Gelman
Partner
“Innovation is about striking the right balance. While there is absolutely a need for process, rigidity is one of its main enemies.”
Latest thinking by Joseph Gelman
Brand Archetype Models: A Guide to Positioning Strategy
Companies often engage in an analytical and creative process to develop or review their brand positioning, an exercise often triggered by the need to support a revised business strategy. One of the risks they may encounter, however, is embarking on positioning development that lacks a strong enough strategic foundation. One way to offset this is by employing a “Brand Archetype” model, which helps define the space in which brands should play, providing strategic direction for the brand positioning. The Brand Archetype model was inspired by the understanding that brand positioning is dictated by a company’s assets, business situation, and future strategy, as well as the “appetite” for category disruption.
Optimizing Marketing at the Point of Sale
The point of sale is the key consumer touchpoint for many brands (especially in consumer goods) that reflects the moment of truth in a consumer’s purchasing process. A large part of marketing investment focuses on converting consumers at this critical point.
The importance of creative thinking (and how not to kill it)
In his article Joseph outlines the typical behaviors that can kill creative thinking.
Should My Brand Follow the Trend?
In this article, Joseph explains why it is important for companies to pay attention to trends and understand if they are relevant for their category and brand.
Look at More Stuff. Think About it Harder.
Joseph Gelman talks about innovation and how it can change your perception of a product. He provides 4 concepts to foster innovation: Inspiration Safaris, Human Libraries, Thief and Doctor, and the Worst Idea.
