Brand and positioning

The one thing only you can say, and the evidence behind it.

7 articles

Everything we have written

We Keep Watching Companies Tell Their Best Stories Last (Or Never)

Over the past year, we've seen the same process play out again and again. Someone opens an AI tool, they describe the…

Daniel BenavidesJuly 31, 20265 min read

An image of a woman sitting at the beach at sunrise holding her hands up. The image is to represent the beauty of being human and not to forget the human side of marketing decisions and planning.

Brand and positioning

Never Lose Sight of the Human Side of Marketing

Modern marketing is surrounded by systems. Algorithms decide who sees what. Platforms optimize delivery in real time. AI tools generate summaries, copy,…

Alex BenavidesJanuary 29, 20264 min read

Brand and positioning

Why People Trust Some Brands Instantly

Trust was always formed quickly. It just used to feel slower. The number of interactions we used to have with brands were…

Peyton WatfordJanuary 16, 20264 min read

A stark image of a bold orange background with a single orange bullhorn in the center to highlight that being memorable is about more than being everwhere.

Brand and positioning

Being Everywhere Isn’t the Same as Being Memorable

Most brands aren’t struggling to be seen. They’re struggling to be remembered. Modern marketing makes presence easy to manufacture. More posts. More…

Peyton WatfordJanuary 14, 20264 min read

Brand and positioning

Brand is Not Just Marketing’s Job. It’s Everyone’s Job.

Brand is Not Just Marketing's Job. It's Everyone's Job. Brand is often talked about as if it lives inside the marketing department.…

Alex BenavidesOctober 2, 20254 min read

A stark image of a table with a phone in the center. The phone has a black screen except for the words hello to represent how simplicity in marketing can create a stark impact.

Brand and positioning

Simplicity in Marketing is Not a Lack of Depth.

“Every word a selling word.” That line came from a writing mentor, Kay Johnson, years ago, and it stuck, not because it…

Alex BenavidesAugust 28, 20254 min read

The image of a climber on the top of a mountain with a great view to represent that boldness in marketing is about accomplishment not just bravado for the sake of being different.

Brand and positioning

In Marketing, Boldness = Efficacy Not Bravado.

“Fortune favors the bold.” It’s a line that gets repeated often by marketing people to justify creative or crazy strategies, and it's…

Alex BenavidesAugust 14, 20254 min read

From usSomeone senior owning the number, without hiring for it.

Fractional marketing leadership: strategy, planning and the people who run it, for companies that are not ready to hire a CMO and are past doing it themselves.

See how that works