top of page
Turkey Trot 2025
Brand Positioning
“Find Us on Facebook”: How Small Businesses Built Social Media for Free
In the late 2000s, Facebook was positioned as a free, democratic way for small businesses to compete with larger brands. No media budget required. No gatekeepers. Just a page, some content, and a growing network of customers.
Jess Diaz
Dec 29, 20254 min read
Life After Facebook: Why Small Businesses Should Stop Building Someone Else’s Platform
Don't kid yourself. Facebook is not broken. It is functioning exactly as designed. Organic reach for business pages has steadily declined, while paid advertising has become the default requirement for visibility.
Jess Diaz
Dec 22, 20255 min read
The Importance of Brand Positioning: Abercrombie & Fitch
Exploring the successful and failed brand positioning of Abercrombie & Fitch from 2000s to 2010s to now .
Jess Diaz
Oct 7, 20246 min read
bottom of page