In 2019, I had a ‘brand-ha moment’ while working at Google with some of the savviest people I'd ever met.
I was astounded to learn just how much data, AI, and mobile technology was going to completely reshape the future of communications, business and commerce.
I also realised that the current generation was shunning traditional media, fake news and hypocritical businesses for sustainable, impact driven brands and meaningful leadership.
They were also digital nomads, keen to carve out their own paths with business ideas and lifestyles that didn’t confirm to the ‘9-5, blue collar, sit-behind-a-desk’ proposition of yesteryear.
I saw the opportunity to share my experience and knowledge in designing lasting brands.
I also felt compelled to share my passion for creating legacies and be the first in market to release it in a format all digital netizens would prefer.
I chose an online tool and PWA app as the method of delivery.
I also decided that the fundamental, single idea I wanted to own in the consumer’s mind, was ‘the best brand and reputation intelligence app’.
By analysing where the market was, what was missing, what consumers were hungry for and the best format to meet their desires based on their user behaviour, I created my concept and positioning – “the first tool and app in market to provide ultimate brand and reputation intelligence.”
That’s how you create your positioning.
What comes next is your promise.
