What your brand offers, how you stack up against the competition and who your customers are. Those are the hallmarks of successful brand positioning. But the best brands tap into something deeper: they stand for something authentic and culturally relevant.
The best brands are built around the cultural trends that impact your industry, what’s meaningful to the people you sell to, and the true values that run through your organization.
The deliverables: brand positioning, product architecture, brand values and voice, market opportunity (“the white space”), leadership beliefs