How to develop a brand positioning strategy

Reading Time: 12 minutesThe purpose of a brand positioning strategy is to identify the particular place in the market you want to dominate and where you can best deliver value. To do that, you need to mean something specific to customers. And to establish clear space between where you are and where others sit in the market. This […]

Three different types of brand strategy

Reading Time: 4 minutesBrand strategy is often thought of one thing. At Audacity, we describe it as the ability to imagine a future for a brand to look forward to. An anticipated history. The implication is that one set of strategic skills is needed. Except that, confusingly, brand operates in a range of settings– and the strategic skills […]

Setting timeframes for your strategy

Reading Time: 3 minutesThe purpose of brand strategy is of course to envisage a future for your brand: to project beyond current circumstances to where your brand might be. But, in terms of actually setting timeframes for your strategy, how far ahead should you be thinking? An important decision Every brand strategy is a speculation – an attempt […]

8 things your brand strategy framework should address

Reading Time: 4 minutesThe goal of a robust brand strategy framework is to bridge now and an agreed point or points in the future. Without this reference it is too easy to get distracted and sidetracked. Without a clear brand strategy, there is also no roadmap for cultural alignment, for long-term storytelling, for investment and for divestment. Your […]

Should your brand commit to a deliberate strategy?

Reading Time: 10 minutesA deliberate strategy is one that locks your brand into an approach for the foreseeable future based on clear data and harnessing the resources of the organisation to make that happen. It is a highly intentional strategy – motivating people to come together and work, in harmony, to accomplish defined goals. But is it the […]