Brand Positioning

Developing a brand platform is more complex than it might appear. Take a coffee shop brand for example. To a lot of people, coffee is more than a beverage; it can be a morning ritual, an experience to share with others, an entry fee to a workspace, or a signal about who they are. The difference between a brand that resonates with target customers and one that’s overlooked often comes down to a single positioning decision made early in the brand's development. That decision is