We offer our thoughts on branding and business.
![The brand positioning statement formula: For [target customer], [Brand X] is the [category] that [primary benefit] because [reason to believe].](https://mlryheinz7eg.i.optimole.com/cb:RCML.57/w:1920/h:1160/q:mauto/f:best/https://ovo20.kinsta.cloud/wp-content/uploads/2026/10/positioning-statement-header-image-master.png)
How a Shift from Military Manufacturing to Outdoors Products Defined Coleman’s Brand
By Ryan Durant and Kyle Hildebrant
Why We Name: The Power of Taming to Drive Deep Connections with a Brand
By Kyle Hildebrant and Ryan Durant
How Payless Successfully Sold its Shoes at a 1,800 Percent Markup
By Ryan Durant and Kyle Hildebrant
How Short-Term Sacrifice Can Be A Smart Long-Term Business Decision
By Ryan Durant and Kyle Hildebrant
What a Focus on Brand Means for CMOs: Power, Influence and Greater Job Security
By Ryan Durant and Kyle Hildebrant
