This podcast episode features branding expert Kathy Gosman, who unpacks the intricacies of effective brand positioning, emphasizing that tailored messaging is key to connecting with consumers. Through her Brand Fundamentals Framework, she outlines crucial components such as purpose, mission, values, and identity, while also stressing the significance of consumer research and pricing in determining brand success. Kathy highlights the importance of right-sizing research depending on a brand's size, maintaining an adaptive research cadence, and aligning brand positioning with performance marketing. She concludes by advocating for brand ownership and the development of a clear brand positioning template as foundational for achieving long-term brand health and success.
