#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 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.
How can a tech brand become a strategic solution not a tactical one?
When a digital agency in Nottingham wanted a way to keep track of their team’s annual leave, they built some simple software and called it Edays. It worked so well that the team decided to sell it to other small businesses. By 2019 the market had become cluttered with competitors. Under the bonnet, Edays was a more powerful system. But the brand appeared undifferentiated. This was limiting its growth.
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.
