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brand positioning


Move On: The Magic Quadrant Should Not Guide Your Brand

Move On: The Magic Quadrant Should Not Guide Your Brand

If you’re a startup CEO/Founder/Marketer, you might have read that headline and thought, “What do you mean I shouldn’t care about the Magic Quadrant? I’ll take a Vendor Briefing call on vacation if I have to!” Sure, tech companies strive for a mention in Gartner’s Magic Quadrant—or better yet—placement in the top right corner as a “Leader”. Gartner’s Magic Quadrant will tell you who’s product sits on the cutting edge of the technology, identify the ankle biters, show who’s falling behind, and identify the leaders in a category. That recognition matters as you develop your product. But, the...
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Entering Your Growth Stage: Position Your Brand, Not Your Product

Entering Your Growth Stage: Position Your Brand, Not Your Product

You just closed your Series A and you’re ready to share your story with the world. You built revolutionary technology that will be better, faster, cheaper—or all three—than anything else in the market. Now you need to hire top talent, build brand awareness, and equip your sales team to drive revenue. You know how innovative your technology is and you’re ready to create a new category. With customers in beta and limited clear competitors, you’re likely tempted to focus solely on your product and how much better your product is than anything else on the market. But a strong product vision,...
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Branding for Internal Alignment

Branding for Internal Alignment

Much has been written about the power of brand and its role in successful businesses. Brands can help a business build relevance and loyalty, but the process of brand building has value in and of itself. One of the most overlooked advantages of the process is how it can create internal alignment along the way. Uncovering Difficult Truths  Whether we are creating a new brand or refreshing an existing one, our first step is to gain a deep understanding of its dynamics among both internal and external audiences. We examine the various perspectives that exist within an organization through...
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Positioning Testing: Is It Worth It? 

Positioning Testing: Is It Worth It? 

Now that data-driven decision making has become the norm in marketing, it’s shocking when a brand misses the mark so badly. As the Twitter-sphere implodes, everyone is wondering ‘What happened? Why didn’t they test with customers?’ Most brands do rely on some form of testing before launching an advertising campaign…and the ones that don’t pay the price. But what about brand strategy? Is testing necessary before deploying a brand positioning? The answer isn’t one that data-driven organizations like to hear: it depends. For some brand teams, it’s absolutely necessary to pause and gather...
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Brand Positioning: Why Now?

Brand Positioning: Why Now?

Reasons to Invest in Brand Positioning There are many reasons why a brand might need to invest in brand positioning. In our work, we see businesses thinking about repositioning for many reasons. Sales might be declining. Your target audience may have shifted. You may have realized you’re targeting the wrong people. Your product roadmap has evolved. Competitors may have entered your space and you can’t seem to differentiate your value. Maybe, customers even perceive your brand as outdated or irrelevant. Over the past few years, we’ve seen a number of ecosystems overcrowding. As a...
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