Paper #4 | The process of finding, taking and sustaining a position
A moon rocket uses half of its entire fuel supply to go the first mile. It’s this initial burst of energy that creates the propulsion for it to leave the earth’s surface. The same is true with launching a position. Time and energy must be spent on crafting something powerful enough to create lift-off. But further growth is about how its driven across and through the brand.
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 advertising convey the relevance of a position during a global pandemic?
The prospects for 2020 overseas holidays looked bleak until the relaxation of the UK government’s quarantine restrictions. Suddenly, for those looking for a much-needed break, there was an opportunity to escape their overly familiar four walls. But what kind of holiday do you go on in times like these?
Position Project Film | Jon Wilkin & Mark Flanagan, Pot Kettle Black
Pot Kettle Black burst onto the Manchester hospitality scene in 2014 and has since expanded across the city. All the while founders Jon Wilkin and Mark Flanagan have continued to play rugby league at the top of the professional game. We sat down for a coffee to talk about how finding their position unlocked their potential.
