Brand Positioning

Most brands try to be liked by everyone and end up chosen by no one. This course gives you the working frameworks professionals use, including April Dunford's Obviously Awesome positioning method, Geoffrey Moore's positioning statement template, the Ries and Trout battle for the mind, points of difference versus points of parity, and perceptual maps. You will inventory your true competitive alternatives, isolate the attributes only you can own, decide the market category you compete in, and assemble a positioning statement, a messaging hierarchy, and an internal canvas your whole team can rally around. Worked examples run from CrossFit and Liquid Death to HubSpot and Tesla.