positioning | hamish-chadwick

On Message

What is message? Message is anything and everything that a company and its people does or says and how a product functions and behaves,...

Evidence Sells

You can't force people to buy. Life isn't black and white, yet most sales processes ultimately rely on the hope that a single...

Choosing a Brand Name

The creative process for naming requires you to go off on as many creative tangents as possible in the first instance. After speaking...

Have You Thought About This?

What is brand strategy? Acting in a professional manner? Having the best visual brand in the industry? Curating your social media?...

Why Your Hidden Value is Destroying Opportunities

Today’s competitive pressures are enormous. More and more industries are becoming commoditised, either through automation and...

Conformity. It's Good For Business.

The concept of being different and 'standing out from the crowd' always seems like a great idea during brand and marketing development....

Scepticism.

It's a critical ingredient that is often overlooked in brand communications. If you want a message that resonates and motivates people...

Prod & Provoke

We’re bombarded with marketing content every waking minute of the day, most of it unremarkable. Don’t contribute to the noise. Only...

Brand: A Definition That Will Set You Free

In almost twenty years of helping people and organisations with their brands, I have struggled to find a definition of a brand that I was...

Avoiding Competitive Fatigue

It's easy to get despondent and think 'how can my competitors get away with that?', or 'why are my customers behaving in a particular...