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How to Maximize Growth Within the Positioning Hourglass

How to Maximize Growth Within the Positioning Hourglass

by Clay Ostrom | Last Updated: Jan 20, 2025 | Competition, Customer Research, Customers, Positioning, Strategy

< Back to The Campfire Your approach and mindset about positioning needs to evolve as your business grows. To maximize growth you may need to speed up, or slow down through the positioning hourglass.  The positioning hourglass is a mental model to visualize the...
11 Tips (Plus Graphics) On How To Strengthen Your Brand Positioning Strategy

11 Tips (Plus Graphics) On How To Strengthen Your Brand Positioning Strategy

by Clay Ostrom | Last Updated: Jun 3, 2024 | Brand Strategy, Competition, Customers, Positioning

< Back to The Campfire With a topic as complex and nuanced as your brand positioning strategy it’s easy to get lost. There are lots of resources to guide your approach and thinking but it still requires taking an abstract idea and applying it to your brand. This...
Which Key Messaging Strategy Is Right For Your Brand: Value Or Differentiation?

Which Key Messaging Strategy Is Right For Your Brand: Value Or Differentiation?

by Clay Ostrom | Last Updated: Jun 9, 2023 | Brand Strategy, Customers, Marketing, Messaging, Strategy

< Back to The Campfire There’s a well discussed idea in branding that key messages should focus on the customer benefits of an offering rather than its features. In other words, the lead message centers on the value the customer receives.  The logic here is that...
How To Write Key Messages That Use Your Customer’s Own Words

How To Write Key Messages That Use Your Customer’s Own Words

by Clay Ostrom | Last Updated: Jan 14, 2023 | Customers, Marketing Messages Insights, Messaging, Positioning, Strategy

< Back to The Campfire The ultimate goal for your key messages is to align your brand’s unique value with the needs of your customers. And do it in a way customers can easily understand. You can think of key messages as the first introduction a person gets to your...
Branding Research: How To Do It And What Business Leaders Believe About Using It

Branding Research: How To Do It And What Business Leaders Believe About Using It

by Clay Ostrom | Last Updated: Jan 14, 2023 | Brand Strategy, Competition, Customer Research, Customers, Data, Psychology

< Back to The Campfire This article was featured in the December 2022 issue of Foundr Magazine(click to view the piece)   When we see a strong, memorable brand out in the wild, all we see is the finished product. We have the luxury of consuming the messaging,...
How To Start Your Demand Generation Marketing Using Brand Positioning

How To Start Your Demand Generation Marketing Using Brand Positioning

by Clay Ostrom | Last Updated: May 14, 2023 | Brand Strategy, Customers, Demand Generation, Marketing, Positioning, Sales

< Back to The Campfire This article was featured in the November 2022 issue of Foundr Magazine(click to view the piece)   In today’s wildly competitive landscape, there’s nothing better than a customer who arrives at your brand’s front door ready to buy....
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Map & Fire is a branding and customer research agency in Los Angeles, California. We use positioning strategy and data to give your business a strong foundation and a clear path for growth.

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