#Paper 8 | The third part of a position: Personality
Maya Angelou said: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” While advertising legend Dan Wieden put it in more succinct terms: “Move me dude.” A brand can have defined its space and purpose, but it needs to find a personality that allows it to convey what it stands for in compelling, unforgettable ways. This is the third and final part of how we define a position: personality.
How do you make a stand for positivity when your industry attracts negativity?
Can a private equity firm headquartered outside London be successful? The answer would most likely be a firm ‘No’ twenty years ago. Founded in Manchester in 2005, Palatine proved that the city could be home to a successful private equity business and become a leading centre of PE in Europe.
How can laughing in the face of flawlessness build a skincare brand?
Women’s skincare brand Super Facialist approached Squad with aspirations to wipe the smile off the big brands’ faces. But their budget is only a fraction of L’Oreal, Nivea, Garnier, Olay or No7’s. Our goal was to position Super Facialist as a leading challenger brand. Doing more with less meant disrupting the category conventions to connect with everyday women.
Film & Podcast | George Vestey – Taking a position on family business
The Vestey family has an amazing history. The origins of their business stretch back to the docks of Liverpool in the 1890s. Over multiple generations they built a global empire. We talked to George as part of our Position Project; an ongoing exploration into the power of brand positions and the stories behind them.
