Positioning
This is the fourth in a series of blog posts designed to help people in the technology industry learn to position their brands more effectively. In this post, we’ll cover the jujutsu moves of brand positioning: Points of Parity. Before diving in to points of parity, you’ll want
Positioning
You hopefully feel good about all of the points of difference that make your brand stand out. But while you’ve been busy thinking about how to make your brand stand out from your competition, your competitors are also busy developing points of difference that make them stand out from
Strategy
Once you and your positioning team have determined what the positioning for your brand should be and identified the points of difference, points of parity, and maybe even a brand mantra, consider checking your work with the following approach I learned from branding expert Kevin Keller. Write up your key