Priceless Leadership Lessons from a $6M Banana

In 2019, artist Maurizio Cattelan’s Comedian — a banana duct-taped to a wall — made its debut at Art Basel Miami Beach. It quickly became the talk of the art world, igniting debates about value, creativity, and the nature of art itself. Initially sold for $120,000, this conceptual artwork later achieved a new height when it was auctioned at Sotheby’s in New York in November 2024 for $6.2 million, including fees. This transformation from fruit to a multi-million-dollar masterpiece offers profound lessons for leaders about context, reputation, and perception.

1. Context Shapes Perception

At Art Basel Miami, an event synonymous with high art and exclusivity, an ordinary banana became a provocative statement. In a grocery store, it would have been overlooked entirely. The context of the presentation elevated its significance. Leaders can apply this principle by understanding how to frame their ideas and initiatives in environments that amplify their impact. The right stage can transform a simple concept into a groundbreaking one.

2. Reputation Is Key

The reputation of both Art Basel and Maurizio Cattelan played a critical role in the artwork’s success. Cattelan’s history of bold, thought-provoking pieces created an audience primed to see Comedian as valuable and meaningful. This underscores the importance of credibility in leadership. When leaders consistently demonstrate integrity and deliver results, their ideas are more likely to be embraced.

3. Symbolism Speaks Volumes

Comedian was more than a banana; it became a metaphor for the absurdity of value and the ways art challenges societal norms. Great leaders understand the power of symbolism to communicate messages that resonate deeply. Whether it’s through storytelling, metaphors, or visual elements, effective communication often relies on creating meaning beyond the obvious.

4. The Power of Provocation

Cattelan’s work invited people to question their assumptions about art and value. Similarly, leaders who challenge the status quo—asking unconventional questions or introducing bold ideas—can spark innovation and drive progress. By being willing to provoke thought and dialogue, leaders can inspire transformative change.

The Lesson

The story of the $6M banana reminds us that value is often created through context, credibility, and the ability to provoke and inspire. For leaders, this means understanding the environments in which ideas are shared, building reputations that lend weight to those ideas, and using symbolism and boldness to capture attention and inspire action. Sometimes, it’s not about the banana—it’s about what it represents. Leadership, much like art, is about transforming the ordinary into the extraordinary through vision and execution.

January 31, 2025 by

Measuring Success: Emotional ROI and the Metrics of Cult Branding

It was a rainy day in Cupertino when a small team at Apple gathered to review the latest customer feedback. As they sifted through glowing testimonials, one stood out: “Apple products just make my life easier and more connected.” This simple statement captured what the team had been striving for all along—an emotional connection beyond their devices’ utility. It wasn’t just about selling products; it was about creating an experience that resonated on a deeply personal level. That moment reminded the team of the importance of measuring more than just sales figures—they needed to understand the emotions driving loyalty, advocacy, and engagement.

In the world of Cult Branding, success isn’t measured solely by traditional financial metrics. While revenue, profit margins, and market share remain important, the true heartbeat of a Cult Brand lies in its ability to forge deep emotional connections with its customers and employees. For CEOs, understanding and leveraging Emotional ROI (Return on Investment) is essential to building a brand that endures.

The Shift Toward Emotional Metrics

The marketplace has evolved. Today’s consumers are more discerning, demanding, and driven by experiences that resonate with their values and emotions. According to Forrester, 84% of customers who feel an emotional connection to a brand are likelier to stick with it. Traditional metrics alone can’t capture the nuances of these relationships.

Emotional ROI focuses on the intangible yet critical aspects of branding: trust, loyalty, advocacy, and engagement. It’s about measuring how well your brand delivers products and meaningful experiences that inspire enduring connections.

Key Emotional Metrics to Track

To gauge the effectiveness of your Cult Branding efforts, CEOs should monitor the following emotional metrics:

  1. Net Promoter Score (NPS): NPS measures how likely customers are to recommend your brand to others. It’s a powerful indicator of loyalty and advocacy. Cult Brands like Apple and Tesla consistently achieve NPS scores far above industry averages.
  2. Customer Lifetime Value (CLV): CLV reflects the total revenue a customer generates over their relationship with your brand. Emotionally connected customers have a 306% higher lifetime value, according to Harvard Business Review.
  3. Engagement Rates: Track how actively customers interact with your brand—from social media engagement to participation in brand communities and events. High engagement signals emotional investment.
  4. Employee Net Promoter Score (ENPS): A happy, engaged workforce is the backbone of any Cult Brand. ENPS measures employee satisfaction and their likelihood of recommending your company as a great place to work.
  5. Community Participation: Monitor the health of your brand’s community by tracking participation in forums, events, or loyalty programs. Strong communities foster resilience and advocacy.

How to Incorporate Emotional Metrics

  1. Align Metrics with Brand Purpose Emotional ROI should reflect your brand’s unique values and goals. For example, Patagonia’s focus on environmental sustainability includes tracking the impact of its Worn Wear program, which encourages customers to repair rather than replace their products.
  2. Create Feedback Loops Regularly solicit feedback from customers and employees to understand their emotional connection to your brand. Use surveys, interviews, and analytics to uncover insights.
  3. Invest in Technology Leverage AI and data analytics to measure and analyze emotional engagement. Tools like sentiment analysis and social listening platforms provide real-time insights into how customers perceive your brand.
  4. Set Benchmarks and Goals Establish baseline metrics for emotional ROI and set clear goals for improvement. Regularly review progress and adjust strategies based on performance data.

The Business Impact of Emotional ROI

Measuring emotional metrics isn’t just a “nice-to-have”—it delivers tangible business benefits:

  • Increased Customer Loyalty: Emotionally connected customers are 52% more valuable than satisfied ones.
  • Stronger Advocacy: Loyal customers become brand evangelists, driving organic growth through word of mouth.
  • Improved Employee Retention: Engaged employees are more productive, creative, and committed to the brand’s mission.

Real-World Success Stories

Apple: With a Net Promoter Score above 72 and an ecosystem that fosters loyalty, Apple’s emotional connection with its customers drives an industry-leading retention rate of over 90% for iPhone users.

Harley-Davidson: By cultivating a community through the Harley Owners Group (HOG), Harley-Davidson inspires fierce loyalty and repeat business, with members contributing significantly to the company’s revenue.

Salesforce: Dreamforce, Salesforce’s annual event, blends education with community-building, resulting in high customer satisfaction and a Net Promoter Score of 66, far above the SaaS industry average.

The CEO’s Takeaway

For CEOs, Emotional ROI provides a new lens through which to evaluate the health and impact of their brand. It’s not just about what customers buy but why they buy—and why they stay. By measuring and optimizing emotional connections, you can build a brand that inspires loyalty, advocacy, and long-term success.

Are you ready to go beyond the numbers and tap into the emotions that drive your brand’s greatness? Let’s start the journey.

January 28, 2025 by

The CEO’s Guide to Aligning Internal Culture with External Branding

It was a crisp morning at Zappos headquarters when Tony Hsieh, the late visionary CEO, gathered his team for a meeting. The agenda was simple yet profound: “How do we make every interaction with our customers reflect the culture we live and breathe every day?” Hsieh believed that culture wasn’t just an internal function—it was the heartbeat of the entire organization. The discussion that day would set the stage for Zappos’ legendary reputation for customer service and employee engagement. The team knew that aligning their internal values with their external brand promise was key to their success, and they committed to making that alignment seamless and authentic.

This story isn’t unique to Zappos. 

It’s a challenge every CEO faces: 

Ensuring that what happens inside the organization mirrors the promises made to customers. When internal culture reflects external branding, the result is a seamless customer experience, engaged employees, and a brand that resonates with authenticity.

Why Alignment Matters

At its core, a brand is a promise—a set of expectations that customers hold about what they will experience when interacting with your company. When internal operations and culture fail to deliver on that promise, trust erodes, and customers disengage. Conversely, when employees embody the brand’s values and purpose, they become the living representation of the brand, creating emotional connections that drive loyalty.

Consider Zappos, renowned for its customer service. The company’s internal culture—centered on empowerment, happiness, and innovation—aligns perfectly with its external promise of delivering “wow” experiences. This alignment has made Zappos a model of customer-centricity and a beacon of employee engagement.

The CEO’s Role in Culture-Brand Alignment

As a CEO, you set the tone for how culture and brand intersect. Your leadership must prioritize:

  1. Defining Core Values: Identify the principles that drive both your internal culture and your external brand identity. These values should guide decision-making at every level of the organization.
  2. Living the Brand: Model the behaviors and attitudes that reflect your brand’s values. Authenticity starts at the top and cascades throughout the organization.
  3. Integrating Teams: Break down silos between marketing, sales, HR, and operations to ensure a cohesive approach to delivering the brand promise.

Steps to Align Culture and Branding

To bridge the gap between internal culture and external branding, CEOs can follow these actionable steps:

  1. Conduct a Cultural Audit Assess your organization’s current culture to identify strengths, weaknesses, and gaps. This can include employee surveys, interviews, and workshops to uncover what’s working and what needs improvement.
  2. Develop a Brand Purpose Statement Articulate a clear and inspiring purpose that resonates with both employees and customers. Patagonia’s commitment to “saving our home planet” is a powerful example of a purpose that unites internal and external stakeholders.
  3. Empower Employees as Brand Ambassadors Train employees to understand and embody the brand’s values. Programs that celebrate employee contributions to the brand’s mission can foster pride and engagement.
  4. Align Recruitment and Onboarding Hire for cultural fit and align onboarding processes with the brand’s values. Salesforce’s emphasis on its core values—trust, customer success, innovation, and equality—begins during recruitment and continues throughout the employee journey.
  5. Integrate Feedback Loops Regularly gather insights from both employees and customers to refine your culture and branding efforts. Feedback helps ensure that your internal and external narratives remain aligned and relevant.

The Business Impact of Alignment

When internal culture and external branding are aligned, the benefits are profound:

  • Increased Customer Loyalty: Customers are more likely to trust and advocate for brands that consistently deliver on their promises.
  • Higher Employee Engagement: Employees who feel connected to the brand’s mission are more motivated and productive.
  • Enhanced Reputation: Authentic alignment builds a reputation for integrity, attracting both top talent and loyal customers.

A Case in Point: Southwest Airlines

Southwest Airlines exemplifies culture-brand alignment. Its promise of “low fares, lots of love” is mirrored internally by a culture that prioritizes employee satisfaction, teamwork, and fun. This alignment has driven Southwest’s long-standing success in customer satisfaction and profitability.

The CEO’s Takeaway

Aligning internal culture with external branding is not a one-time initiative; it’s an ongoing journey. As a CEO, your role is to champion this alignment, ensuring that every team member understands and contributes to the brand’s mission. By fostering a unified culture and brand identity, you create a foundation for sustainable growth, customer loyalty, and employee satisfaction.

Are you ready to align your culture and brand for transformative impact? 

Let’s make it happen.

January 26, 2025 by

Daily Walking Could Significantly Extend Lifespan

Picture this: 

You’re stuck on a problem at work, the kind that gnaws at the edges of your mind, refusing to be solved. 

Frustrated, you decide to step away from your desk and take a walk. 

As you pace through the park or around your neighborhood, the rhythmic motion of walking begins to clear your mind. 

Suddenly, an idea strikes—the solution to your problem appears as if out of nowhere. 

Walking has an uncanny ability to unlock creativity and provide clarity, and its benefits don’t stop there. 

It’s also a simple, powerful way to enhance your health and extend your lifespan.

While high-intensity workouts and gym memberships often steal the spotlight in conversations about fitness, walking remains one of the most accessible and effective ways to improve health and longevity. 

Research consistently shows that incorporating even moderate amounts of walking into your daily routine can significantly extend lifespan and enhance overall well-being.

Here are three recommended articles for further reading on the benefits of walking:

  1. Walking: The Best Exercise
    Dr. Andrew Weil highlights why walking is one of the simplest yet most effective exercises for maintaining overall health and wellness. This article provides insights into how walking can be integrated into daily life.
  2. How Walking Improves Brain Function and Creativity
    Published by Harvard Health, this piece dives into the cognitive benefits of walking, including how it boosts creativity and helps problem-solving\u2014ideal for business professionals looking for mental clarity.
  3. The Secret to Longevity: Why Walking Is Good for Your Health
    A New York Times article explains how even moderate amounts of walking can lead to a longer life, with tips for incorporating more steps into your routine.

Take a step today and embrace walking as the easiest, most natural way to boost your creativity, health, and longevity.

January 24, 2025 by

Building Communities: The Cornerstone of Cult Branding

In a world where trust is scarce and loyalty fleeting, brands that succeed are those that go beyond transactions to build thriving communities. For CEOs aiming to future-proof their organizations, investing in community-building is no longer optional; it is a necessity.

The community lies at the heart of Cult Branding. It transforms customers into advocates, employees into brand champions, and companies into movements. Here’s why community is the cornerstone of Cult Branding and how CEOs can harness its power to drive sustainable growth.

The Power of Belonging

Humans are hardwired to seek connection. In today’s fragmented world, customers are not just looking for products or services; they are searching for belonging. Cult brands recognize this innate need and create spaces—both physical and digital—where customers feel understood and valued.

Harley-Davidson’s Harley Owners Group (HOG) exemplifies this. What began as a loyalty program has evolved into a global community of over one million members. Through group rides, annual rallies, and shared rituals, Harley-Davidson has created a tribe of loyal customers who see the brand as an extension of their identity.

Why Communities Matter to CEOs

Communities aren’t just feel-good initiatives; they deliver measurable business results. Consider these benefits:

  1. Customer Retention: According to Forrester, strong communities increase customer retention by 87% and reduce churn by 50%. Loyal customers stay longer and spend more, making communities a driver of lifetime value.
  2. Crisis Resilience: During challenging times, a loyal community acts as a buffer. Patagonia’s customers have consistently defended the brand, even during public debates, because they see themselves as part of its mission.
  3. Innovation and Feedback: Communities provide direct access to customers’ needs and desires. By listening to their community, LEGO has co-created products that resonate deeply with its audience, driving both innovation and sales.

Building a Thriving Brand Community

Creating a thriving community requires intention and strategy. Here are key steps CEOs can take:

  1. Define Your Brand’s Purpose Communities form around shared values and missions. Patagonia’s commitment to environmental sustainability attracts eco-conscious consumers who share its vision. Clearly articulating your brand’s purpose is the first step in building a community.
  2. Create Spaces for Connection Offer platforms where customers can interact with each other and your brand. Salesforce’s Dreamforce conference combines education with networking, fostering a sense of belonging among attendees. Online forums, social media groups, and live events are other avenues for connection.
  3. Foster Rituals and Traditions Rituals provide continuity and deepen emotional bonds. Starbucks’ seasonal drinks, Harley-Davidson’s group rides, and Apple’s keynote events all create memorable moments that keep customers engaged.
  4. Empower Community Leaders Encourage customers to take active roles within the community. Nike’s Run Club, for example, relies on local organizers to lead runs and build connections, scaling the community while fostering authenticity.
  5. Measure Engagement and Impact Track metrics like participation rates, advocacy scores, and user-generated content to gauge the health of your community. Emotional ROI is as important as financial ROI in community-building efforts.

The CEO’s Role in Community-Building

As a CEO, your role is to champion the community’s vision and values. This requires leading by example—engaging with the community directly, empowering teams to prioritize customer relationships, and ensuring alignment between internal culture and external messaging.

One inspiring example is Salesforce CEO Marc Benioff, who actively participates in Dreamforce and champions the company’s core values of trust and innovation. His visible commitment reinforces the importance of community across the organization.

A Competitive Advantage for the Future

In an era of diminishing trust, building a community isn’t just good branding; it’s a strategic advantage. Communities deepen emotional connections, inspire loyalty, and provide resilience in times of change. For CEOs, the question isn’t whether to invest in community-building but how quickly they can start.

Are you ready to create a community that turns customers into advocates and your brand into a movement? Let’s build something remarkable together.

January 21, 2025 by

Why Emotional Connections Are the Ultimate Differentiator for Brands

In a world where products and services often seem interchangeable, the true competitive advantage lies not in what you sell, but in how you make your customers feel. Emotional connections—the bedrock of Cult Branding—are what transform a transactional relationship into a loyal, enduring one.

For CEOs navigating the complexities of modern business, the message is clear: 

Customers don’t just buy products; they invest in relationships that resonate with their identity, values, and aspirations. 

Here’s why emotional connections are the ultimate differentiator for brands today.

From Satisfaction to Devotion

Many businesses aim for customer satisfaction, but satisfaction is just the baseline. A satisfied customer may return, but an emotionally connected customer will champion your brand. According to research from Forrester, loyal customers are five times more likely to repurchase and four times more likely to refer your brand to others.

Consider Apple’s approach. Apple doesn’t sell devices; it sells a lifestyle and a sense of belonging to an innovative and exclusive community. From its minimalist design ethos to its iconic keynote events, Apple taps into its customers’ desire for simplicity, innovation, and status. The result? An industry-leading 90% customer retention rate for the iPhone.

Emotional Triggers That Drive Loyalty

Brands that build strong emotional connections understand and leverage key emotional triggers:

  1. Belonging: Cult brands create a sense of “we” among their customers. For instance, Harley-Davidson’s Harley Owners Group (HOG) provides a community where like-minded enthusiasts connect over shared values of freedom and adventure.
  2. Identity: Customers align with brands that reflect their self-image. Patagonia’s commitment to environmental sustainability attracts eco-conscious consumers who see the brand as an extension of their values.
  3. Purpose: Brands that stand for something larger than profit inspire deeper loyalty. Nike’s “Just Do It” campaign resonates with customers by celebrating perseverance and achievement, creating an emotional connection far beyond athletic gear.

The CEO’s Role in Forging Connections

As the leader of your organization, you set the tone for the emotional connection your brand creates. This involves:

  • Aligning Brand Purpose: Ensure that your brand’s purpose resonates with both your employees and customers. Purpose-driven brands grow faster and foster stronger loyalty.
  • Modeling Core Values: Live your brand’s values consistently. Authenticity from the top builds trust across all touchpoints.
  • Creating a Shared Vision: Rally your team and customers around a shared vision of what the brand stands for and where it’s headed.

Actionable Steps to Build Emotional Connections

To bring emotional connections to life, CEOs can implement these practical strategies:

  1. Personalize the Customer Experience: Use data to deliver tailored experiences that make customers feel understood and valued. Companies like Amazon and Netflix excel at this, driving loyalty through personalized recommendations.
  2. Foster Community: Build platforms where customers can interact with each other and the brand. Salesforce’s Dreamforce conference is a masterclass in turning customers into advocates by blending education and connection.
  3. Celebrate Rituals and Traditions: Create unique rituals that reinforce customer bonds with your brand. For example, Starbucks’ seasonal drinks, like the Pumpkin Spice Latte, are eagerly anticipated traditions that drive engagement.
  4. Measure Emotional Engagement: Track emotional metrics such as NPS, advocacy rates, and community participation to gauge the strength of your brand’s connections.

The Bottom Line

In a crowded marketplace, it’s easy for brands to get lost in the noise. Emotional connections cut through the clutter and anchor customers to your brand. By prioritizing identity, belonging, and purpose, CEOs can unlock the true potential of their organizations and foster loyalty that stands the test of time.

The question isn’t whether your brand can afford to focus on emotional connections; it’s whether you can afford not to.

Are you ready to transform your brand’s relationships into lasting emotional bonds? Let’s take the next step together.

January 19, 2025 by

“Wicked” Characters Hold Timely Lessons for Leaders

When the movie Wicked first came out, I took my daughter and family to see it in theaters. Watching it in 3D, I was completely taken in by the magic and artistry of the film. The vibrant visuals and the depth of the storytelling transported us to the world of Oz in a way I had never experienced before. As the story unfolded, I was captivated by Elphaba’s journey, but there was one scene that hit me unexpectedly hard. Elphaba, eager to showcase her talents and finally belong, faced rejection—mocked for the very thing that made her unique: her green skin. I glanced at my daughter and felt a lump in my throat. The rejection struck a chord, reminding me of the challenges each of us faces when we dare to stand out or be different.

The story of Wicked is more than just an alternate take on a classic tale. It’s a profound exploration of resilience, perception, and leadership. 

Here are three timely lessons from Wicked characters that can inspire leaders in today’s world:

1. Embrace Uniqueness

Elphaba’s green skin sets her apart, and for much of her life, it’s a source of pain and alienation. Yet, it’s also a symbol of her incredible individuality and strength. Leaders often face a choice: conform to expectations or embrace what makes them unique. The most inspiring leaders don’t hide their differences; they leverage them to offer fresh perspectives and drive innovation. Uniqueness can be a superpower—if you’re brave enough to own it.

2. Perception Isn’t Reality

Glinda, the “good” witch, and Elphaba, the “wicked” witch, are initially perceived as opposites. But as the story unfolds, it becomes clear that these labels don’t reflect the full truth. Elphaba’s “wickedness” stems from her refusal to compromise her values, while Glinda struggles with her need for approval. Leaders should be cautious about judging people based on surface impressions or popular opinion. Taking the time to understand the complexities of a situation or individual can lead to better decisions and stronger relationships.

3. Courage to Stand Alone

Elphaba’s journey is one of immense courage. She risks everything—popularity, safety, and even love—to stand up for what she believes is right. Leadership often requires this kind of bravery. Whether it’s making an unpopular decision, challenging the status quo, or advocating for change, true leaders are willing to stand alone when necessary. They know that integrity and purpose are worth the cost.

As I walked out of the theater with my family, I thought about how much Elphaba’s story mirrors the challenges we face as leaders. 

We all encounter moments when we feel misunderstood, when our differences seem like weaknesses, or when standing up for what’s right feels impossibly hard. 

But it’s in those moments that leadership truly shines.

Wicked reminds us that leadership isn’t about being perfect or universally liked. 

It’s about embracing your uniqueness, seeing beyond appearances, and having the courage to follow your convictions. 

And sometimes, it’s about being the “green” one in the room—the one who dares to be different.

January 17, 2025 by

The Transformative Power of Cult Branding for CEOs

In today’s hyper-competitive marketplace, CEOs face a confluence of challenges: 

Rapid digital transformation, economic volatility, and ever-evolving customer expectations. 

Traditional branding efforts focused on visibility and reach are no longer sufficient in such an environment. 

CEOs must adopt strategies that forge deep emotional connections to build enduring brands—enter Cult Branding.

Cult Branding isn’t just a marketing buzzword; it’s a transformative approach to building passionate communities of customers and employees. Rooted in psychology and sociology, Cult Branding taps into universal human desires for belonging, identity, and purpose. The results? Increased customer loyalty, higher retention, and a resilient brand that can weather any storm.

Why Emotional Connections Matter

According to Harvard Business Review, emotionally connected customers have a 306% higher lifetime value and are 52% more valuable than merely satisfied customers. Loyalty, it turns out, isn’t born from satisfaction alone. It thrives on a brand’s ability to make its customers feel seen, understood, and connected.

For CEOs, this insight underscores the importance of aligning their brand’s purpose with the emotional needs of their customers. Starbucks’ Rewards Program is a prime example: it fosters a sense of belonging and exclusivity among its members, who spend an average of 15% more per transaction. Emotional connection isn’t just good for the soul; it drives revenue.

The CEO’s Role in Cult Branding

Leadership is central to the success of Cult Branding. As the brand’s champion, the CEO must ensure consistency between internal culture and external messaging. This means aligning all departments—marketing, HR, operations, and product development—around shared values that resonate with both employees and customers.

Take Salesforce, for example. By prioritizing its core values of innovation and customer success, the company has not only attracted top talent but also cultivated a loyal customer base. Its annual Dreamforce conference blends education with community-building, attracting over 170,000 attendees and driving significant cross-sell opportunities. Salesforce’s Net Promoter Score (NPS) of 66 far exceeds the industry average of 40—a testament to the power of Cult Branding in action.

Community as a Competitive Advantage

Cult brands go beyond products and services; they create communities. These communities act as powerful buffers during crises, with loyal customers actively defending the brand. For example, Patagonia’s unwavering commitment to environmental sustainability has fostered a deeply loyal customer base that trusts and advocates for the brand. Even during public debates, Patagonia’s customers stand by its side, showcasing the resilience of a well-built brand community.

The Path Forward: Actionable Steps

For CEOs ready to embark on the Cult Branding journey, the path forward starts with actionable steps:

  1. Conduct a Brand Psychology Audit: Identify the core emotional drivers that resonate with your customers. What are their deepest needs, and how does your brand fulfill them?
  2. Design Community Platforms: Create spaces, both digital and physical, where customers can connect and share experiences. Foster exclusivity with insider perks or early access opportunities.
  3. Develop Brand Rituals: Introduce repeatable, symbolic actions that reinforce community bonds, like exclusive events or unique customer greetings.
  4. Measure Emotional ROI: Monitor metrics like emotional engagement, community participation, and NPS to gauge the effectiveness of your efforts.

Cult Branding is more than a strategy—it’s a framework for building brands that inspire loyalty, advocacy, and resilience. For CEOs willing to embrace this transformative approach, the rewards are profound: sustainable growth, cultural alignment, and an unshakable community of passionate customers and employees.

Are you ready to turn your brand into a cult favorite? Let’s start the conversation.

January 14, 2025 by

Create Strong Brand Positioning in Your Market

 

What is Brand Positioning?

Put simply, brand positioning is the process of positioning your brand in the minds of your customers. Brand positioning is also referred to as a positioning strategy, brand strategy, or brand positioning statement.

Popularized in Al Ries and Jack Trout’s bestselling Positioning: The Battle for Your Mind, the idea is to identify and attempt to “own” a marketing niche for a brand, product, or service using various strategies including pricing, promotions, distribution, packaging, and competition. The goal is to create a unique impression in the customer’s mind so that the customer associates something specific and desirable with your brand that is distinct from the rest of the marketplace.

Ries and Trout define positioning as “an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances.”

Brand positioning occurs whether or not a company is proactive in developing a position, however, if management takes an intelligent, forward-looking approach, it can positively influence its brand positioning in the eyes of its target customers.

Positioning Statements versus Taglines

Brand positioning statements are often confused with company taglines or slogans. Positioning statements are for internal use. These statements guide the marketing and operating decisions of your business. A positioning statement helps you make key decisions that affect your customer’s perception of your brand.

A tagline is an external statement used in your marketing efforts. Insights from your positioning statement can be turned into a tagline, but it is important to distinguish between the two. (See examples of brand positioning statements and taglines below.)

7-Step Brand Positioning Strategy Process

To create a positioning strategy, you must first identify your brand’s uniqueness and determine what differentiates you from your competition.

There are 7 key steps to effectively clarify your positioning in the marketplace:

  1. Determine how your brand is currently positioning itself
  2. Identify your direct competitors
  3. Understand how each competitor is positioning their brand
  4. Compare your positioning to your competitors to identify your uniqueness
  5. Develop a distinct and value-based positioning idea
  6. Craft a brand positioning statement (see below)
  7. Test the efficacy of your brand positioning statement (see 15 criteria below)

What is a Brand Positioning Statement?

A positioning statement is a one or two-sentence declaration that communicates your brand’s unique value to your customers in relation to your main competitors.

In Crossing the Chasm, Geoffrey Moore offers one way of formulating a positioning statement: For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit; also called a compelling reason to believe). Unlike (primary competitive alternative), our product (statement of primary differentiation). However, we provide a more simplified structure for formulating a Brand Positioning Statement in the following section.

How to Create a Brand Positioning Statement

There are four essential elements of a best-in-class positioning statement:

  1. Target Customer: What is a concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal to and attract?
  2. Market Definition: What category is your brand competing in and in what context does your brand have relevance to your customers?
  3. Brand Promise: What is the most compelling (emotional/rational) benefit to your target customers that your brand can own relative to your competition?
  4. Reason to Believe: What is the most compelling evidence that your brand delivers on its brand promise?

After thoughtfully answering these four questions, you can craft your positioning statement:

For [target customers], [company name] is the [market definition] that delivers [brand promise] because only [company name] is [reason to believe].

Two Examples of Positioning Statements

Amazon.com used the following positioning statement in 2001 (when it almost exclusively sold books):

For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.

Zipcar.com used the following positioning statement when it established its business was founded in 2000:

To urban-dwelling, educated techno-savvy consumers, when you use Zipcar car-sharing service instead of owning a car, you save money while reducing your carbon footprint.

12 Examples of Taglines

Once you have a strong brand positioning statement you can create a tagline or slogan that helps establish the position you’re looking to own. Here are 15 examples:

Mercedes-Benz: The Best or Nothing

BMW: The Ultimate Driving Machine

Wharton Business School: The World’s First Business School

Miller Lite: Great Taste, Less Filling

State Farm: Like a good neighbor, State Farm is there.

L’Oreal: Because We’re Worth It

Walmart: Save Money. Live Better

Nike: Just Do It

Coca-Cola: Real Magic

Target: Expect more. Pay less.

Volvo: For life.

Home Depot: How Doers Get More Done

15 Criteria for Evaluating Your Brand Positioning Strategy

An intelligent and well-crafted positioning statement is a powerful tool for bringing focus and clarity to your marketing strategies, advertising campaigns, and promotional tactics. If used properly, this statement can help you make effective decisions to help differentiate your brand, attract your target customers, and win market share from your competition.

Here are 15 criteria for checking your brand positioning:

  1. Does it differentiate your brand?
  2. Does it match customer perceptions of your brand?
  3. Does it enable growth?
  4. Does it identify your brand’s unique value to your customers?
  5. Does it produce a clear picture in your mind that’s different from your competitors?
  6. Is it focused on your core customers?
  7. Is it memorable and motivating?
  8. Is it consistent in all areas of your business?
  9. Is it easy to understand?
  10. Is it difficult to copy?
  11. Is it positioned for long-term success?
  12. Is your brand promise believable and credible?
  13. Can your brand own it?
  14. Will it withstand counterattacks from your competitors?
  15. Will it help you make more effective marketing and branding decisions?

Repositioning Positioning

The unfortunate reality is that no marketer has the power to position anything in the customer’s mind, which is the core promise of positioning. The notion that positions are created by marketers has to die. Each customer has their own idea of what you are.

Positioning is not something you do, but rather, is the result of your customer’s perception of what you do. Positioning is not something we can create in a vacuum—the act of positioning is a co-authored experience with the customers.

Behind your positioning statement or tagline is your intention—how you desire your business to be represented to customers. Once the real role of positioning is understood, having a tagline or a positioning statement can be useful by clarifying your brand’s essence within your organization.

By examining the essence of what you are and comparing it with what your customers want, the doors open to building a business with a strong positioning in the mind of the customer. Why? Great brands merge their passion with their positioning into one statement that captures the essence of both.

Integrating Your Brand Positioning in Your Customer’s Mind

To position your brand in your customer’s minds, you must start from within your business. Every member of your organization that touches the customer has to be the perfect expression of your position. And, since everyone touches the customer in some way, everyone should be the best expression of your position.

Now comes the hard part: Put up everything that represents your brand on a wall. List all your brand’s touchpoints—every point of interaction with your customer.  With a critical, yet intuitive eye, ask:

  • How can I more fluidly communicate my brand’s desired position?
  • Does every touchpoint look, say, and feel like the brand I want my customers to perceive?

Many marketers don’t have the clarity and conviction to follow through on their words. Without certainty, you default to the status quo. Turn everything you do into an expression of your desired positioning and you can create something special. This takes courage; to actively position your brand means you have to stand for something. Only then are you truly on your way to owning your very own position in the minds of your customers.

Onward!

January 12, 2025 by

Ask These 9 Questions as You Plan for 2025

As a CEO, planning for the year ahead isn’t just about hitting targets—it’s about setting the direction for your brand to thrive and inspire. With 2025 on the horizon, here are nine essential questions to help you sharpen your focus, strengthen your brand, and energize your go-to-market strategy.

1. What’s the one thing we want to be known for?

At the heart of every great brand is a single, clear promise. What’s ours? What’s the message we want customers to carry forward?

2. What truly sets us apart?

Let’s face it, competition is fierce. To stand out, we need to zero in on what makes us different—and amplify it.

3. Are we solving the right problems for our customers?

The best brands don’t just sell—they serve. Are we deeply connected to our customers’ biggest challenges, and are we the best solution?

4. What do customers rave about—and what still frustrates them?

Feedback is a gift. Knowing what lights customers up (and what lets them down) is critical for improving their experience and loyalty.

5. Where’s our biggest growth opportunity?

What’s the one area where we can truly move the needle? Focus drives results, whether it’s a new market, product, or initiative.

6. Are we using technology to elevate, not complicate?

Technology should work for us, not against us. Are we leveraging the tools that make things smoother, faster, and more impactful for our team and customers?

7. How can we be more human in how we connect?

People don’t fall in love with logos—they love brands that feel real. How can we bring more empathy, authenticity, and care into every interaction?

8. What’s our plan to stay unforgettable?

Out of sight, out of mind. How are we ensuring we show up consistently and memorably across all touchpoints?

9. What bold move can we make in 2025?

The brands that lead aren’t afraid to take risks. What’s one bold step we can take this year to challenge the status quo and leap forward?

Closing Thought

2025 isn’t just another year; it’s our chance to strengthen our brand, deepen connections with our customers, and take bold steps forward. Start with these questions, and you’ll set the stage for a year of growth and impact.

Which of these questions sparks the most ideas for you? 

Let’s discuss.

January 10, 2025 by