It's easy to just go through the motions of a brand-positioning project and come out with an average, nondistinctive outcome everyone can feel good about. But why settle for less than great? I've had ...

Startup founders often lack time but they should invest resources in identifying a winning brand position that will then drive all their strategic decisions.

This is where the 12 Archetypes Framework—a model rooted in Jungian psychology—can become a game-changing tool for brand positioning. As a data-driven marketer with over 20 years of experience ...