Branding Strategies

De-positioning: The Most Effective Way to Position a Brand in Market

Ask not how your branding agency can help you change the world. Ask how your branding agency can help grow your business.


My twenty-plus years career running branding agencies have taught me what works and what doesn’t work in terms of positioning a business for growth. Many trends, perspectives, and buzzwords come and go. New ones continually pop up.


You’ve heard of approaches like disruption, differentiation, relevance, unique selling propositions, and personalization. But today, what you hear the most is brand purpose. Not just the what, how, or who the brand is, but the “why” you should care and how it makes the world a better place. This “why” is supposed to align with something bigger, which is more important than the straightforward selling of products.

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Building Trust in the Age of Fake News

Storyful is the world’s first social media intelligence agency. Founded by journalists to help media companies vet, verify and classify publicly-captured videos and media as breaking news stories unfold in real time, Storyful is a fake news antidote, a trusted resource for news outlets committed to broadcasting the truth.

After being acquired by big media, Storyful was in need of a brand transformation. Our initial discovery phase revealed one glaring pain point: Storyful didn’t know how to explain to the world what they did and why people should care. So our primary objective became identifying Storyful’s core purpose and creating a clear positioning foundation and brand story to broadcast to the market their unique business proposition.

We leveraged our strategic positioning platform to design a new visual identity that would represent and resonate with the Storyful core mission. We transformed their logo, evolved the color story, developed a photo filter system and integrated iconography to create the “Storyful Lens,” a visual tool iterated from the orange dot in their logo that embodies their unique way of seeing the world.


What We Did

Brand Strategy, Brand Positioning, Brand Architecture, Visual Identity, Product Strategy, Product Architecture, Product Naming, Messaging, Brand Marketing, Website Design and Build, and Brand Consulting