Category: How To Differentiate

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How To Differentiate A Brand Part 3: Avoid The Category Tablestakes

by Bruce Tait

Don’t settle for a category benefit when you define your brand strategy. One of the biggest problems we see when a team tries to craft a new brand strategy is that they focus on highly important issues in the category — but those issues are simply category table stakes. Category benefits or category… Read More →

How To Differentiate A Brand Part 1: Use Fresh Brand Imagery

by Bruce Tait

The first step in defining a differentiated Strategic POVĀ or positioning for a brand should be determining the type of brand imagery you want to use in your positioning. We have built on the work of Wendy Gordon to create different classes of brand imagery. A given Strategic POV will generally be built around… Read More →