by nicvonschneider | Jun 3, 2026 | Competitive Differentiation
For most of my career, I approached differentiation the same way the business world teaches everyone to approach it: create more value than the competition. This is why brands adopt easy phrases like “Be better at X” or “Be more Y than Z”....
by nicvonschneider | May 3, 2026 | Market Positioning
I’ve seen dozens of different definitions of positioning. Every single one seems to inherently ignore the actual point of positioning. Positioning is meant to be an aggressive strategy. Yet every practitioner of positioning seems to confidently expect...
by nicvonschneider | Apr 6, 2026 | Brand Strategy, Market Positioning
One of the first lessons I teach every client is how brands evolve through the market. With every interaction, whether a customer buys or not, your brand changes. That brands that pull ahead are simply faster about learning from (and eventually anticipating) the...
