Answer The Following Questions:

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Historically, what have been the main barriers to popularizing meditation and mindfulness in mainstream Western Culture? How have Puddicombe and Person, and Tew and Action-Smith addressed and overcome those barriers with Headspace and Calm, respectively?

What strategies did Headspace and calm use to create the awareness and stimulate interest in their apps?

How have Headspace and Calm carved out separate markets and distinct offerings in the mindfulness app market? More specifically, how do the two apps differ in terms of their brand image and offerings? What product attributes and brand elements support these distinct images.

What would the positioning statements be for the two brands?

How have Headspace and Calm sustained and reinforced their unique positionings over time? What strategies do they appear to be using to sustain their positioning?

How have their various markets and product decisions (e.g., partnerships, changes to their offerings, sponsorships, etc.) reinforced or degraded their respective positionings?