Brand Storytelling and Positioning
sari and
Brand Storytelling and Positioning
Personal Voice Workbook
A Personal Voice Workbook designed to help individuals discover and express their true voice through introspective exercises and reflections, ultimately empowering them to share their unique stories and experiences.
assets.dropbox.comhow to find your voice
You never called Eight Sleep a mattress company. Instead, you pioneered a new category of ‘sleep fitness’ by positioning it as a ‘sleep fitness brand.’ Tell me about the decision-making and strategy behind this.
ZATARAIN: We were not intentional about our positioning for the first five years of the company because we didn't even know what brand... See more
ZATARAIN: We were not intentional about our positioning for the first five years of the company because we didn't even know what brand... See more
Polina Pompliano • How Eight Sleep Co-Founder Alex Zatarain Built a Company That Pioneered the ‘Sleep Fitness’ Category
Names are powerful.
They shape how we think — both consciously and subconsciously.
Here are 10 name changes that flipped public perception:
Nathan Baughtwitter.comOngoing thread on category creation
1. You want to fill in this phrase:
[your company], the global leader in x
x, the category name, should be 2-3 words. Make one deeply familiar to the audience. Make the others pique curiosity
You... See more
Patrick OShaughnessytwitter.com
Ebi Atawodi - Playbooks and Templates
docs.google.com
