“These are not the droids you’re looking for.” Just like Obi-Wan Kenobi used a simple phrase to shift the stormtroopers’ perception, marketers need to pull off their own Jedi mind trick to capture mindshare for their brands. We call it “positioning.”
In this episode, Drew Neisser is joined by Joe Cohen (AXIS), Sara Larsen (Wolters Kluwer), and Carlos Carvajal (Q2) to discuss the art and science of positioning—how to define, refine, and defend it in a crowded marketplace.
Key Discussion Points:
- Joe Cohen explains how AXIS built credibility in energy transition by backing its positioning with real data.
- Sara Larsen shares how Wolters Kluwer got internal teams on board with a major brand shift.
- Carlos Carvajal reveals how Q2 overcame skepticism to expand beyond its core market.
What you’ll learn
✔ How to use research to reinforce your brand’s authority.
✔ Why positioning is an internal challenge before it’s an external one.
✔ The role of analysts, customer feedback, and storytelling in shaping brand perception.
From using market research to create authority to ensuring internal teams embrace new positioning, this conversation is all about the strategies that make brands stand out—and stick!