#brand-positioning

#brand-positioning

Your school has 30 seconds to make a first impression. That's it. Whether it's a parent scrolling through your school website at midnight or driving past your campus during pickup, those fleeting moments determine if they'll dig deeper or keep looking. 👀 Many schools are still marketing like it's 2015. They rely on word-of-mouth and hope their reputation speaks for itself. Meanwhile, those thriving have cracked the code on modern marketing strategies for schools.

While unsuccessful entrepreneurs obsess over what makes their brand special, successful entrepreneurs instead ask a more powerful question to transform their business into an unstoppable brand: What am I fighting against? This is the concept of the " strategic enemy," which I wrote my new book about, and it is the most powerful yet underutilized tools in brand building. A strategic enemy is the oppositional force that your brand or category stands against. It could be a competitor, category, convention, or concept.

Beauty brands are adapting to ongoing shifts, including tariff fluctuations and a cost of living crisis, impacting consumer behavior towards affordability.

Brand executives clearly sense a more unpredictable and volatile market. They are being asked to manage risk while also delivering on growth objectives.

The era of '40% off everything, today only' is mostly gone; repeat customers now expect a blend of urgency, brand alignment, and personalization.