Category: Positioning
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Are Your Customers Buying the Status Quo?
Sustainability doesn’t sell. Your story will, though.
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A Story That’s Stalled Out
Instead of chasing short-term fixes like bag fees or assigned seats, Southwest needs to redefine and recommit to its story
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Why Great Technology Isn’t Enough
Technology doesn’t sell itself—story sells technology.
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The Timeless Tale of Authenticity
Whether selling software or sandals, long-established brands are at a loss for how to create meaningful relationships with Gen Z consumers. How do brands engage the generation that is attached to their communication devices, yet refuses to speak to another person on the phone?
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Baseball’s Back, As Inconsistent As Ever
When a brand stays true to its core values, it builds sustainability for its customers and target audience.
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The Strength in an Aspirational Brand
In addition to the aspirational nature of Equinox’s external messaging, the customer experience is similarly structured to reinforce the idea that the drive to improve should come from within.
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Take ‘Em to the Promised Land
Dropbox helps customers see the promise of the mended world through more than compelling case studies.
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A Persona That’s More Than Skin Deep
Personas are more than just demographic snapshots; they’re narratives that bring your customers to life.
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Under Pressure
Authenticity isn’t just a buzzword—it’s a brand’s most valuable currency.
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A Case of Mistaken Identity
Having an app, a cutting-edge website, or product design guided by innovation doesn’t make something a tech company; it’s simply the modern reality of doing business as a consumer-focused company.
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Don’t Chicken Out
The secret sauce is its commitment to a mission and set of values that are as old as the brand itself.
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Don’t Take Your Eye Off the Ball
A compelling story is the first step to building a brand, but if it doesn’t align with an organization’s actions, it undermines its hero with a bitter betrayal.
