Stef Hamerlinck - The End of Positioning
“Loyalty is not the holy grail of branding.”
In this solo episode I share my insights about my conversation with Byron Sharp. Is positioning useless? Do we need to define personality? What is the actual use of a ‘brand purpose’? I challenge my own thinking but also deliver some critical notes about Byron’s views.
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SHOW NOTES
In this solo episode I share my insights about my conversation with Byron Sharp. Is positioning useless? Do we need to define personality? What is the actual use of a ‘brand purpose’? I challenge my own thinking but also deliver some critical notes about Byron’s views.
We talk about:
Loyalty: how important is it as a brand strategist?
The true way to build loyalty and, more importantly, your income.
If you want to re-brand, you need to do it for the right reasons.
Distinctiveness versus uniqueness.
What is more important than adding meaning to a brand?
What is your brand’s purpose?
Is being small okay?
Important Quotes:
“Loyalty is not the holy grail of branding.”
“The bigger you are, the more loyal customers you’ll have.”
“Just adding meaning won’t help.”
“Branding is really about repetition.”
“Just having a purpose won’t get you extra sales.”
Make sure to listen to the last episode with Byron Sharp!
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