by nicvonschneider | Jul 7, 2026 | Brand Strategy
In the last year, our team has reviewed mission statements across manufacturing, engineering, healthcare, SaaS, professional services, and investor-backed companies in the U.S., Europe, and the Middle East. The pattern was hard to ignore: the companies with the most...
by nicvonschneider | Jun 30, 2026 | Brand Strategy, Market Positioning
Positioning becomes measurable the moment leadership stops treating it like a tagline and starts treating it like a market behavior system. That observation came back into focus during a recent strategy review with a mid-market company operating in a category where...
by nicvonschneider | Apr 14, 2026 | Brand Strategy, Growth Marketing
In a recent positioning engagement with a mid-sized B2B company, the leadership team came into the room with the same concern I am hearing across manufacturers, professional service firms, technology companies, medical suppliers, engineering groups, and founder-led...
by nicvonschneider | Apr 12, 2026 | Brand Strategy, Competitive Differentiation
Walk through any industry long enough and you’ll start to notice something strange. Companies insist they’re different. But collectively, all of their websites talk about innovation. Their leadership teams discuss disruption. Their marketing departments...
by nicvonschneider | Feb 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...
