Journal

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Position Power Calculator

Our Position Power Calculator is a self-assessment tool to help clients assess the power of their position. It’s designed to aid initial exploration of your strengths and weaknesses as the basis for a further discussion with our team.

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What pandemics teach us about challenger brand positions

A crucial ingredient in achieving success as a challenger brand is word-of-mouth. Without the advantage of big advertising budgets to buy awareness, underdogs are reliant on news of their brand spreading virally through culture. It’s like the R metric that Coronavirus has made famous. Challenger brands need strong positions to turbo charge their R value.

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Are you positioned for the recovery?

In a world of social distancing and enforced remote working, brands that find new opportunities to keep going will emerge from this economic black hole ahead of their competitors. We believe that now more than ever, position is a rocket that will fly you to the moon.

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Why position should matter to professional service firms

People often assume that what we do – building brands – is far more relevant to businesses selling to consumers than those selling to other businesses. Particularly those selling professional services. They couldn’t be more wrong.

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POV*: How to unearth a position

Positioning is about finding a simple, powerful expression of everything the brand or organisation is about. And then putting this at the heart of everything. Here are our 15 pieces of advice for how to find one.

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The story about seven universal stories

Have you heard about the idea that there have only ever been seven basic story plots? Fact or fiction, we liken story plots to positions and explore how the art of bringing them to life is as important as having the idea in the first place.

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Brand purpose. Love it? Hate it?

The runaway, electrically charged juggernaut of brand purpose shows no signs of slowing down. Or does it? We get under the bonnet and take a closer look.

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What about Robert?

Discover what it took for Robert Zimmerman to reposition himself not only in his audiences’ minds, but probably in his own mind too. Helping him to become one of the greatest singer-songwriters of our time.

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I have a dream

We examine what Martin Luther King can teach us about painting a rich picture of how a different world could look – a vital component of any position.

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The Questions We Asked: JW Lees

The Questions We Asked goes behind our work and gives an insight into the issues or opportunities our clients were grappling with prior to briefing us. Sarah Dunning, CEO of The Westmorland Family, takes up the thread.

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