Brand Building & positioning

The goal of marketing is behavioral change, and your brand is an important lever for that change. Customers slot your brand into their mental model, along many dimensions. You might be affordable, or reliable, or sexy. Many of these dimensions, like prestige and scarcity, they can't even articulate themselves. To win in this battle for the mind, you must edit your customers' mental framework in ways that give you an advantage and stall your opponents. Let's learn how.