Building a Marketing Strategy
A practical, step-by-step guide to building a marketing strategy that actually gets used — not a 60-slide deck that gathers dust.
What is an ICP (Ideal Customer Profile)?
An ICP defines who your best customer is — and who isn't. Here's how to define one in five practical steps.
How to Define Your Target Audience
A target audience is specific enough that you can name 10 actual people in it. Here's the test, the five dimensions, and how to research.
How to Write a Positioning Statement
A positioning statement is one sentence that captures who you're for and why you're different. Here's the template, three examples, and how to test it.
Choosing Your Marketing Channels
Don't be on every channel. Be on the right 2-3 channels — and dominate them. Here's how to choose, and when to expand.
How to Set a Marketing Budget
Most marketing budgets are guesses. Here's how to set one based on what you're actually trying to achieve — three methods, what to include, how to allocate.
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What Is Brand Positioning? A Plain Definition for Middle East Founders
Brand positioning is the strategic choice of what you stand for in the customer's mind relative to alternatives. A plain definition — what it is, what it isn't, and how to write a positioning statement.
Brand Positioning Strategy for Egypt & GCC: How to Stand Out in a Crowded Market
A practical brand positioning strategy for Egypt, Saudi Arabia, and the UAE. Five questions, real Kotler case study, and 3 actions this quarter — built from 20+ years of operator experience.
Does Your Brand Sound Like Everyone Else? How to Fix It
If your brand sounds like every competitor, you're competing on price. A practical guide to brand positioning and differentiation — built from Kotler's first Egyptian case study.