An ongoing exploration into the power of positions and the stories behind them
Interview | Sarah Dunning, Chair of Westmorland Family
Tebay Services on the M6 has famously been described as the closest a motorway service area comes to Harrods Food Hall. It’s run by the Westmorland Family, whose current chair is Sarah Dunning. We were delighted to talk to Sarah as part of the Position Project.
Tool | Position Power Calculator
Our Position Power Calculator is a free, self-assessment tool that measures the power of a brand’s position and identifies areas for improvement. It forms part of our Position Power Tools series.
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.
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.
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.
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.
