Positioning Your Brand

Competitive positioning

When challenging a market leader sometimes the battle can seem hopeless: they’re bigger, they’ve got more resources, there seems little that you can do. 

One answer is to focus on competitive positioning and turn your competitor's strength against them.

Understanding brand essence

One key to success is to ensure that you understand your brand essence.  It sounds simple, but brand essence takes many different forms and is found in different aspects of the brand. To illustrate the point, let’s look at some famous examples:

The Kodak Name

The Kodak name was first registered as a trademark in 1888, and remains one of the best 'invented' brand names.  Here's how the name was constructed, and why it works so well.