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brand positioning


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 Maybe, customers even perceive your brand as outdated or irrelevant.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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