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
8 episodes
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...
