Positioning – B2B Rebrand Essentials 2/5

Sadly I failed to get a clip of Keanu or Swayze from Point Break in this one (I tried!). Regardless, the point is that while you can't create the market forces, you sure can position for the wave if you know what you're doing.

If you don't get this right, sales and marketing will lack momentum.


0:00 When to position
0:27 What is positioning?
1:10 Positioning Statement
2:03 Market Sizing
2:37 Positioning Model

This is the second instalment in a video series documenting the B2B rebrand process, breaking down the fundamental components and conflicts to landing an identity that matches where you’re going.


  • Story
  • Logo
  • Style


  • In tech B2B? I highly recommend April Dunford's positioning book *Obviously Awesome*
  • The OG from the '80s: Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace by Al Ries, Jack Trout
  • My video on Market Desire (cuts right to that segment)

And if you missed the first episode: Simplicity.

Each vlog takes… a while to create—I’m slowly making more.

I’ll let you know as they drop: frameworks to share with the team when you’re riffing on brand.