Positioning, what you do to take up a specific place in your target market’s mind, is a critical part of your brand. Good positioning will help you stand out among the crowd—and make your marketing, sales, and fulfillment much easier. And poor positioning will make you invisible to your marketplace. But how can you position your services […]
A brand essence is a succinct articulation—typically three-to-five words—of the core idea(s) around which a brand is built.
No, it’s not a can of beer. Not an energy drink. Not seltzer, even. It’s water. What does it taste like? Water. My wife endured a few days of my gleeful anticipation after exchanging a few dollars and my eternal soul (seriously) for two boxes of Liquid Death, only to discover after her first […]
A brand position is the conceptual territory claimed by a brand relative to other brands.