Positioning is the act of carving a distinct and clear image in your customer's mind. It answers the fundamental question: "Why should a customer choose you over the hundreds of other options out there?" Yet, this is precisely where many talented founders make elementary yet critical mistakes.

In the digital age, when carts and checkouts are just a click apart, when does a customer truly "touch" your brand? It’s the moment they hold the package in their hands and begin the "unboxing" process. More than just receiving a product, unboxing has become a ritual. It’s a cultural phenomenon shared by millions on TikTok and Instagram. For e-commerce brands, this is no longer a mere packaging cost; it has become the most critical marketing touchpoint—a stage for you to shin

In the branding world, a "rebrand" is often hailed as a panacea capable of refreshing an image and driving growth. But sometimes, it turns into a catastrophic operation. Today, Pazlaris will "dissect" one of history's most textbook rebranding failures: the 6-day, $100 million overhaul by the fashion brand Gap in October 2010. This is not just a story about logo design; it is a costly lesson in brand heritage, the power of community, and the price of losing yourself. The Conte