Dynamic Positioning

Great brands are dynamic because they are in-tune with their markets, not trying to protect a killer capability. I work with my clients to connect what they do to what their markets value, then help ensure the organization will be the brand in everything they do. 

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Finding the Sweetspot

Your positioning sweetspot is the where you offer an authentic promise of value to an audience that cares.

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Relevance: No matter what the context, I  begin with a fact-based understanding of what your stakeholders need and value - through the right mix of internal and external research, consultation and dialogue.

Mastery: I look to your internal capabilities – what can you do, create or offer that no one else can. What's the vision you're striving for or the founding purpose that defines you? 

Difference: I figure out where you fit in your audience’s ecosystem of options, taking your competitors' and peers' current brand and future intent into account. 

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Being the Brand 

Value propositions are made real in what you do, not just what you say, or how you look. No brand strategy is complete without creating a line-of-sight for everyone in the organization to how they contribute to success. The brand strategy then becomes a dynamic guide for decisions and choices on M&A, product development, talent strategy, marketing, sales and operations. 

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