Focus on being first
Prioritize establishing market leadership by being the first in a category. This involves identifying uncontested niches and aggressively owning them through consistent messaging.
Write daily for clarity
Maintain a disciplined writing routine to distill complex ideas into simple, actionable principles. Focus on clarity over jargon to reach broader audiences.
Reposition competitors strategically
Analyze rival weaknesses to reframe their market perception. Use comparative messaging to highlight gaps in their offerings.
Avoid brand dilution
Resist extending established brands into unrelated categories. Launch new brands instead to maintain clarity and ownership of core associations.
Leverage global branding
Develop brands with cross-cultural appeal by focusing on universal human needs rather than regional nuances.
Use visual hammers
Pair verbal brand messages with distinctive visual symbols (e.g., Nike's swoosh) to enhance memorability and emotional resonance.
Prioritize PR over ads
Build credibility through earned media coverage rather than paid advertising. Use PR to establish category ownership before scaling campaigns.
Study historical patterns
Analyze past market successes and failures to identify immutable laws of consumer behavior and category evolution.
Educate clients relentlessly
Host workshops and strategy sessions to align stakeholders on positioning principles before executing campaigns.
Name brands strategically
Choose short, evocative names that telegraph category ownership (e.g., 'iPhone' for internet-enabled phones). Avoid generic or confusing terms.