Strategy · Positioning & Brand
How much does professional brand positioning cost, and what are you paying for?
Positioning gets filed under cost because it produces a document rather than a lead. That is a category error. What you are buying is pricing power and margin, and the financial evidence for it is stronger than for almost any other line on the marketing budget.
You are not paying for a logo. You are paying for the right to charge more.
Boards approve media because they can see clicks. They hesitate on positioning because it feels soft. The numbers say the opposite. Strong brands beat the market by margins most CFOs would not believe, and difference is the single biggest driver of abnormal stock returns. Here is what that means for what you should actually spend, and why.
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