Insights: Positioning

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What is positioning for B2B tech?

September 21, 2023 Messaging, Positioning, Storytelling, Strategy

Helping a higher purpose take flight

November 1, 2022 Company Culture, Messaging, Positioning, Storytelling

How to preserve tech brand equity after an acquisition

April 28, 2020 Leadership, Open Source, Positioning, Strategy

Introducing the New Kind Brand Diagnostic

December 3, 2019 New Kind News, Positioning, Research, Strategy

Five ways to use humanity to build your brand

July 2, 2019 Positioning, Storytelling, Strategy

Don’t settle for a tagline. Get a big brand message.

April 5, 2019 Positioning, Storytelling, Strategy

Want differentiation? Hunt for contrast.

March 7, 2019 Identity Design, Positioning, Strategy

4 guidelines for building a global brand

July 10, 2018 Brand Community, Identity Design, Positioning, Strategy

What goes into a branding project?

May 24, 2018 Identity Design, Positioning, Research, Storytelling, Strategy

Brand Layers: A Simple Step-by-Step Guide to Build an Authentic Brand

May 23, 2018 Brand Community, Positioning, Research, Storytelling, Strategy

Adventure Guide: The 4 Critical Building Blocks of Great Brand Positioning

May 10, 2018 Positioning, Strategy

A four-step guide to creating a unified brand story

January 31, 2018 Positioning, Research, Storytelling, Strategy

How to write a mission statement that matters

November 29, 2017 Company Culture, Positioning, Storytelling

4 brand research tips to help you connect with your audience

November 28, 2017 Positioning, Research, Strategy

Tools and techniques for conducting brand research

October 6, 2017 Brand Community, Positioning, Research

5 ways research helps you build a more powerful brand

September 19, 2017 Positioning, Research, Strategy

Three signs your tech company is badly positioned (and what to do about it)

September 4, 2017 Positioning, Research

Simplify tech product naming by building a brand architecture diagram

August 24, 2017 Positioning, Strategy

The brand and economic advantages of the Docker / Moby split

May 16, 2017 Brand Community, Positioning

3 keys to developing your organization’s story openly

September 1, 2016 Brand Community, Open Source, Positioning, Storytelling

Startup branding checklist: 10 things to do before you launch

June 27, 2016 Identity Design, Positioning, Startup Branding

How to Effectively Position Your Technology Brand Part IV: The Brand Mantra

April 25, 2016 Positioning, Startup Branding, Strategy

How to Effectively Position Your Technology Brand Part III: Points of Parity

April 4, 2016 Positioning, Startup Branding, Strategy

Brand Positioning: The Crucial Code Top Technology Brands Must Master

February 13, 2016 Positioning, Strategy

Brand Positioning Week Recap

October 22, 2015 Positioning

Test Your Brand Positioning

October 16, 2015 Positioning

Kevin Keller’s Five Favorite Brand Mantras

October 15, 2015 Positioning

Brand positioning tip: a brand mantra is not a tagline

October 15, 2015 Positioning

The brand mantra

October 15, 2015 Positioning

Your positioning jujutsu move: Points of parity

October 14, 2015 Positioning

Points of difference: how does your brand stand out?

October 14, 2015 Positioning

Finding Your Competitive Frame of Reference

October 13, 2015 Positioning

Where will brand positioning take me and why does it matter?

October 12, 2015 Positioning

Case story: Branding the Heart of the Modern Web with NGINX

July 22, 2015 Identity Design, Positioning, Research, Storytelling

Brand tip: Call a duck a duck, and a giraffe…uh… Giraffey?

April 25, 2012 Positioning, Storytelling

How do you collaborate without leaving introverts behind?

April 22, 2012 Positioning, Strategy