Brand Positioning That Improves The Economics Of Growth
Most leaders understand positioning. They know their brand needs to stand for something clear, relevant, and defensible in the minds of the people most important to its future. That is clear. However, problems arise when ...
The Difference Between Positioning And Messaging
Alongside category design, messaging, storytelling, and thought leadership, positioning is where your company claims its strategic seat within the market’s mental map—and, when engineered deliberately, this seat is one competitors cannot easily take. When business ...
Brand Positioning Is A Leadership Decision, Not A Marketing Exercise
Brands that lead today do three things exceptionally well. They create an emotional advantage that customers cannot get elsewhere. They establish a distinctive advantage that customers recognize as meaningfully different. They build a connective advantage ...