Brand Positioning Strategy: What It Is and Why Most Businesses Get It Wrong
Most businesses think they have a positioning strategy. Here is what it actually means.
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A brand refresh is the most commonly misapplied piece of brand work. Here is what it actually is, when it's the right choice, and when you need something more.
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Most businesses think they have a positioning strategy. Here is what it actually means.
Most companies spend too much on the wrong phase. Here is how to structure it so the budget works.
Brand strategy is one of the most used phrases in business and one of the least understood.
Most rebrand guides describe the ideal. This describes what actually happens at each stage.
Most businesses leave with a folder of files. Here is what changes commercially when the work moves the needle.
The timeline question everyone asks at the wrong moment, and why the strategy phase determines everything.
Most rebrands fail before a designer is briefed. The cause is always the same: a diagnostic failure that sets out to fix the wrong thing.
The businesses that feel this most acutely are rarely the ones that are struggling. They are the ones that have grown.
The financial impact of strategic rebranding typically appears in three distinct phases. Here is what the data actually shows.
The cost range tells you nothing useful. Here is what the question is really revealing about how most businesses think about brand investment.
Most brand briefs ask for the wrong thing. Here is how to diagnose which problem you actually have before you brief anyone.
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