Clarity Is a Brand Advantage
If people don’t get it fast, they leave. The biggest competition you have is the noise in the marketplace. Clarity makes a website shorter and a pitch sharper. Stripe’s early positioning was direct and functional, and it helped the right buyers self-select quickly. Donald Miller’s wisdom of Clarity-first still leads brands today.
If people don't grasp your message quickly, they leave. Clarity makes websites shorter and pitches sharper, helping the right buyers self-select.
The Sub-Brand Trap
The trap looks like success. The firm is good at the thing it was named for, good enough that it has earned the right to do more. A tax practice wants to move into advisory. A product company wants a second line.
The Repositioning Window
Every brand gets one window to reposition cleanly. Most firms find out it existed only after it closed.
Becoming a Category Outlier: 3 Industries Begging for a Challenger Brand
Three industries have a problem: everyone looks exactly the same.