If your brand feels like it’s blending in or losing its edge, now is the time to sharpen your positioning. In my latest article, Stay Relevant, Stand Out: Ten Brand Positioning Principles that matter, I distil ten practical, behaviour-changing principles that help you cut through with more relevance, distinctiveness and consistency. From digging deeper into consumer motivations, to differentiating through emotion rather than just function, to setting brand guardrails that all