Position To Win
Position to Win is for the challengers. Founders and CMOs who refuse to settle for second place.
This is a brand strategy podcast about the kind of strategy that actually moves a business. Which slot you own. Who you beat to own it. What your homepage, your sales call, and your investor one-pager have to say to back it up.
Every episode gives you two things. A tool you can use. And a sharper way to look at your own brand.
Episodes
13 episodes
When To Rebrand
Tropicana lost 20% of unit sales in 6 weeks with better design.January 8, 2009. New cartons hit shelves. Cleaner type, a fresh glass of juice, $35M behind the launch. The work won every room it was shown in. Then it hit the aisle, and sh...
Brand Repositioning
t's 2009 and Old Spice is dying. Your grandfather's brand. Retailers pulling it off the shelf.So the agency finds one thing: about 60% of body wash is bought by women. They build an ad aimed at men that sells what women want their men to...
Brand Diagnosis
Most stalled brands are solving the wrong problem.They pour marketing money on a branding problem. Or brand money on a marketing problem. Then wonder why nothing moves.Episode 11 of Position to Win is about telling the two apart.<...
Brand Recall
Snickers owns hunger.Red Bull owns exhaustion.Corona owns the beach.They trained you for years until the feeling itself does the selling.That's brand recall.Ep 10 of Position To Win.
Brand Persuasion
A female guppy always picks the brightest male. Until two males are equally bright. Then she picks the one the other females already chose.You do this too. So does every customer you have.Episode 9 of Position to...
Brand Archetypes
Brand Archetypes along with the process I run:Opportunity. Which archetype roles your category already owns, and which are still open.Character. The open one you can credibly live.Counterweight. The secondary that keeps the...
Brand Voice
Episode 7 of Position to Win. Brand voice. Belief, voice, tone. Why most brands argue about the top of the pyramid and never build the bottom. Why voice fails in the middle. Why Mailchimp's $12B exit was almost entirely about the sentences....
Brand Identity
Brand identity runs far wider than the logo. Most of the time someone meets your brand, they are looking at the color, the type, the photography, the way things are spaced on a page. The logo is one member of the cast. The wh...
Brand Name
Episode 5 is on naming. The Five Tests every name has to pass: distinctiveness, ownability, scalability, pronounceability, narrative load. The discovery method that pulls candidates out of your customers' own language. The cost of f...
Brand Architecture
A national food company hired my studio with a problem they could feel but couldn't name. They powered other people's brands. The meal kits, the grocery private label, the food-media darlings, all ran on their infrastructure. None of it carried...
Brand ICP
Ask a founder who their customer is and you'll get a category. Enterprise SaaS. Recreational cannabis. Health-conscious consumers. None of those is an ICP. They're hiding places.This episode is about the most underrated decision in brand...
