Michel Fortin argues positioning isn’t a tagline but a company-wide operating decision — which buyer you’re built to close, what proof you can defend — that marketing, sales, product, and hiring all inherit. His FAME pillars operationalize it.
Tag: Positioning Strategy
Why I Brandify Categories Instead of Branding Products
Branding and brandifying differ. Branding decorates what already exists; brandifying names something into existence so it can be owned. I’ve done the latter for 35 years. Here’s the line, the move, and why category-claiming firms must brandify.
How I Diagnose a Market Before I Try to Reposition It
Most repositioning fails because the diagnosis was partial. Here is the three-lens method I run as a fractional CMO (Chief Marketing Officer) before I reposition a market.