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When your business is in a competitive market, it is tempting to put your time, money, or effort into getting as much attention as possible. But being visible is not the same as standing out. Being louder is not the answer. Being clearer is. Many companies offer similar products or services. Yet the real difference lies in how people perceive a company’s brand, what it stands for, and whether its offer feels made for them. That is where positioning comes in. Why positioning m

There is a common belief that business-to-business (B2B) and business-to-consumer (B2C) marketing are fundamentally different. And yes, there are clear distinctions. Sales cycles are longer, decisions often involve multiple stakeholders, and the stakes can be high. However, when it comes to building strong, memorable brands, there are valuable lessons to take from consumer marketing. Behind every B2B decision is a person, and people respond to clarity, relevance and connectio

Positioning is a valuable tool. It helps define what makes a brand different, how it fits into the market and why people take notice. Yet positioning alone does not create loyalty. While it tells people what you are, it does not always give them a reason to care. Belonging is different. It comes through experience, not just words. People start to feel it when they see their own values in your brand and when that match feels genuine, consistent and human. Positioning defines.

One of the first things people often say when they want to launch a business is: “I need a logo.” It makes sense. Logos are tangible. They are visual. They feel like a sign that things are becoming real. While a logo is an important part of the brand, it is not the starting point. Before you design anything, it helps to understand what your brand stands for. When there is clarity around your brand, decisions like colour, tone or visual style become easier to make. Why strateg

AI is rapidly changing how we approach marketing and branding. With just a few prompts, it is now possible to generate taglines, create logos or outline messaging frameworks. What once took a team of creatives can now be done in minutes. But when many businesses are using the same platforms, trained on the same data and guided by similar prompts, it raises a question. Would every brand start to look and sound the same? What makes your brand feel different? Why brand thinking

In my work, I often meet businesses that are deeply immersed in their own industry, guided by sector-specific trends, customer...