artful brand positioning posts

In highly volatile markets, the temptation to pivot, pause, or abandon the plan can be overwhelming for many brands. Whether it's a new disruptor shaking up your space, a global crisis derailing supply chains, or economic uncertainty impacting

In today’s dynamic and rapidly evolving energy sector, brands face increasing pressure to align their Vision, Culture, and Image (VCI) to ensure long-term resilience and relevance.

I’ve noticed something over the last few years.

Here’s the new brand, now go and sell it First, let’s look at how to communicate it internally. All too often, business leaders just hand a branding document to the marketing and sales teams and effectively say: “here it is, use it”. Unfortunately,

Let’s redefine ‘positioning’ as ‘confidence’. Confidence is a better word because it focuses our actions in a way positioning doesn’t. You can’t develop confidence without considering all aspects, though. This isn’t about being all things to all

When working in an incrementally changing business this is also a great approach. Add to your offering piece by piece as you add new strings to the bow, expand the coverage of your reputation bit by bit. Never risk over-promising or

Given the current Coronavirus pandemic, clearly we need to be extremely cautious about venturing outside but if, like me, you have been out for a daily walk round your neighbourhood (respecting social distancing of course) you might notice something

As a rule, change happens more slowly than people predict but, in hindsight, more radically than industry expects. Don't lose sight of your brand.

When engaging in conversations that are meant to be persuasive or to influence your listener’s actions (for example, a sales pitch, an email campaign, or a call to action), your goal should be that your listener both receives and retains your

The fundamental challenge that we have when applying reason to the subject of brand is that great brand is great emotion. But here’s why you still need the rational, in-depth, analytical approach, to have the right positioning and messaging.