Brand Strategy & Positioning

Strategy identifies where the value is. It’s about uncovering insights, understanding behaviors, and recognizing cultural context to define the right positioning.We do research and testing to avoid assumptions. Through this process, we define:_The right audience—who values the product and why._The key associations—that create strong positioning._The cultural context—where the brand becomes essential.Example: Before the iPod, MP3 players already existed, but Apple understood that people didn’t value storage—they valued access to their music anywhere. Instead of selling a “5GB MP3 player,” they positioned it as “1,000 songs in your pocket.” Strategy identified the value: not the hardware, but the freedom of music on the go.