Positioning & Brand

How companies own a place in your mind: category design, repositioning, status, and cultural relevance.

🎯 How Lofi Girl owns lo-fi

🎯 How Lofi Girl owns lo-fi

40,000 strangers study together every night - and the music is just the excuse.

🎯 How Logitech turned a $20 commodity into a $100 status symbol

🎯 How Logitech turned a $20 commodity into a $100 status symbol

Premium, not gaming. Creators, not commodity buyers. Quietly built a category.

🎯 How Sony sold 400 million Walkmans

🎯 How Sony sold 400 million Walkmans

The playbook behind world's best-selling cassette player

🎯 The creator economy is dead. The expert economy replaced it.

🎯 The creator economy is dead. The expert economy replaced it.

How the content game really works in 2026

🎯 The best ‘sticker marketing’ strategy in history

🎯 The best ‘sticker marketing’ strategy in history

Intel made every PC on earth a billboard

🎯 The 2026 strategy to closing enterprise deals

🎯 The 2026 strategy to closing enterprise deals

Why the world’s fastest-growing startups now love compliance

🎯 How to announce your $3M Seed Round in style

🎯 How to announce your $3M Seed Round in style

$3M Seed Round. $300 Video. 1M+ views.

🎯 Patagonia's $3 billion giveaway

🎯 Patagonia's $3 billion giveaway

Why the founder rejected every "sensible" exit strategy

🎯 How software companies become cultural institutions

🎯 How software companies become cultural institutions

Why do tech companies create physical books?

🎯 Attio’s design-first strategy

🎯 Attio’s design-first strategy

The modern-day playbook for cracking an established category

🎯 Buffer's trust playbook

🎯 Buffer's trust playbook

with Isaac Peiris, founder of Pistachio.so

🎯 How Clay builds unshakeable loyalty

🎯 How Clay builds unshakeable loyalty

Circus classes and sound baths as b2b marketing

🎯 The 'trust <> transparency' paradox

🎯 The 'trust <> transparency' paradox

Vulnerability as a moat

🎯 From boring to billions

🎯 From boring to billions

2 ways to make a boring business cool

🎯 Clay’s $1.3 billion repositioning masterclass

🎯 Clay’s $1.3 billion repositioning masterclass

The community-led announcement playbook

🎯 How June reinvented analytics for B2B

🎯 How June reinvented analytics for B2B

Software that makes you money

🎯 Notion is a lifestyle

🎯 Notion is a lifestyle

Software is an identity

🎯 iA's Devotion to Craft

🎯 iA's Devotion to Craft

Lean into the essence of user activity

🎯 Athyna’s “AI-for-talent” strategy

🎯 Athyna’s “AI-for-talent” strategy

Supercharging what's already working

🎯 The r1’s Positioning Playbook

🎯 The r1’s Positioning Playbook

How to challenge established mental models

🎯 Depop's playbook for 'fun' products

🎯 Depop's playbook for 'fun' products

Bring the old back to life

🎯 Nintendo's marketing playbook

🎯 Nintendo's marketing playbook

How they win families (not just kids)

🎯 How SSENSE became a ‘cultural protagonist’

🎯 How SSENSE became a ‘cultural protagonist’

Transcend products. Participate in culture.

🎯 How Apple makes you spend more

🎯 How Apple makes you spend more

A masterclass in pricing strategy

🎯 How Figma defined the modern designer

🎯 How Figma defined the modern designer

The user-centric product playbook