Positioning
If you’ve ever been around anyone who talks about positioning, you’ve probably heard them talk about points of difference, differentiation, or the concept of key differentiators. A point of difference is a something about the brand that makes it different from other competing brands. But a good point
Positioning
Where Does your Brand Compete? It seems like a simple question, and it can be. If you run a furniture store, you probably compete with other furniture stores. If you run a tattoo parlor, you are up against other tattoo parlors vying to attract the same customers as you. Great
Positioning
We believe almost all great brands are built on a foundation of great positioning. Sometimes great positioning is led by a branding genius such as Scott Bedbury (who helped grow the Nike and Starbucks brands); sometimes a great leader and communicator with a very clear vision (like Steve Jobs at
Positioning
Achieving a great positioning strategy for your brand can be a complex challenge. It’s a little like scaling a mountain. Just imagine: the peak you’re climbing is high in the distance. The summit might be hard to make out through the clouds. Maybe you and your team are