Positioning
Al Ries and Jack Trout explain positioning as the effort to occupy a distinct place in the customer's mind, arguing that messages must cut through an overcrowded market. For marketers and brand managers.
Brand & Marketing track
Position a brand clearly, tell its story, and grow it with channels you can measure.
4 steps8 books4 course shelvesFor marketers, brand leaders and founders
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Positioning and the evidence on how brands actually grow.
How Brands Grow
Challenges common marketing beliefs with research-based evidence, arguing that brands grow mainly by reaching, and being easy to notice and buy for, as many buyers in the category as possible, rather than by chasing loyalty from a few. Valuable to marketers who want evidence behind their strategy.
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Build the skills
Storytelling, standing out, and the modern marketing approach.
Building a StoryBrand
Presents a messaging framework in which the customer is the hero of the story and the brand plays the guide who helps them succeed. Aims to help businesses explain what they offer simply and memorably. Suited to owners and marketers whose messaging feels cluttered.
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This Is Marketing
Reframes marketing as serving a specific group of people by understanding what they want and offering something that helps them, rather than shouting at the masses. Suits founders, marketers and small teams who want an approach built on empathy, trust and usefulness.
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Purple Cow
In crowded markets, ordinary products disappear and only the genuinely remarkable get noticed and talked about. Seth Godin urges companies to build something worth sharing from the start rather than relying on promotion. Useful for founders, product teams and brand managers.
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Udemy courses
Brand strategy
Courses on positioning and building a brand.
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Digital marketing
Courses covering digital marketing channels end to end.
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Advertising craft, growth experiments and why ideas spread.
Ogilvy on Advertising
Offers practical advice on creating advertising that sells, drawing on the author's career running an advertising agency. Covers topics such as research, headlines, copy and campaign principles. Useful for copywriters, marketers and anyone commissioning advertising.
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Hacking Growth
Sets out a method for growth built on rapid, data-led experimentation across product development and marketing, run by cross-functional teams. Explains how to test ideas, learn from results and scale what works. Useful for start-ups and product and marketing teams.
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Contagious
Examines why some products, messages and ideas spread by word of mouth while others fade. Jonah Berger identifies six principles behind sharing, including social currency, emotion and practical value. Helpful for marketers designing content or campaigns that people want to pass on.
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Udemy courses
Copywriting
Courses on persuasive writing and advertising copy.
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SEO
Courses on search engine optimisation.
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Use one principle to challenge your positioning, messaging or growth priorities.
This week: Use one principle to challenge your positioning, messaging, brand assets or growth priorities.