08/12/2026
Have you ever visited several company websites in the same industry and felt like you were reading the same story over and over?
“Committed to excellence.” “Customer focused.” “Innovative.” “Trusted.”
The problem isn’t that those attributes are bad. It’s that they don’t give customers much reason to remember one business over another.
That’s what I explore in my latest article:
What Is Brand Positioning? (And Why Many Companies Get It Wrong)
I look at what brand positioning really means, some examples from brands I’ve worked with, the difference between positioning, messaging and brand identity, and a simple framework I use to think through positioning:
Discover → Differentiate → Define → Deliver
Find the link to the blog in the comments below!