In many markets, particularly business-to-business, it is common to find products, services and brands making the same claims. In other words, occupying the same brand positioning spaces. For example, almost every business service claims to improve business efficiency.  Brands in the

Investing a brand personality is an under-estimated way to help set brands apart and engage customers. Kulula.com is an airline that doesn’t take itself too seriously. Its humorous brand personality is clear through all aspects of the brand experience. So how did this all begin? And a