Position Project

An ongoing exploration into the power of positions and the stories behind them

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Paper #2 | The four engines that make positions fly

You can sense when an organisation has momentum. There’s an aura about its people. A positivity. A preference for action over procrastination. When brands grow exponentially, they seem to have an unstoppable momentum. There are four reasons why position is a vital catalyst for momentum. In this, the second in our series of Papers, we share the four engines that make brand positions so powerful.

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Paper #1 | Position is a rocket that will fly you to the moon

The first in our series of Papers that will reveal how to find, take and sustain a powerful position. They’ll lift the lid on how positions are a creative exercise as much as a strategic one. And we'll show you how to escape PowerPoint decks and create a position with unstoppable momentum to power your growth. First up in Paper #1 is the space race – the ultimate example of why positions really can fly you to the moon.

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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.

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Film | 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.

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Position Power Tools

Our Position Power Tools are built around the unique culture and approach that Squad uses to find, take and sustain positions. There are four tools designed to educate, inspire and support people looking to learn more about powerful positions.

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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.