Welcome to Brand Positioning WeekWhere will brand positioning take me and why does it matter?
Finding your competitive frame of reference
Points of difference: how does your brand stand out?Your positioning jujutsu move: Points of parity
The brand mantraBrand positioning tip: a brand mantra is not a taglineKevin Keller's Five Favorite Brand Mantras
5 ways to build your decision-making climate Clients hire us to bring new thinking to their complex brand challenges. They’re looking for new ideas. A new way to frame their vision and value. New elements to inform their marketing, selling, and serving. Deep down, they’re really working through
An introduction to positioning for B2B technology companies and the people who want to help them grow What is positioning? Here’s a simple way to think about it: Positioning is actively defining the people you want to serve — and the problem you solve for them. And creating a path
NOTE: This post has been updated from the original published in 2019. The importance of open source—and specifically the maxim “release early, release often” (RERO)—can scarcely be overstated. This approach born at the command line has impacted the world as organizations of every shape and size discover what
NOTE: This post has been updated from the original published in 2020. A company’s name is its first impression. A good name tells your story in an instant. It gives audiences an immediate understanding of who you are and what you stand for. That goes for potential investors, employees,