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Positioning as a Growth Engine
Episode 465
Penguins spend 75% of their lives in the water, actively positioning themselves exactly where they need to be to hunt and survive. It’s intentional placement. Strong brands do the same. They know where they belong and commit. Too many don’t. They drift, hoping the market finds them. You’ve got to stake your spot and give your marketing something to stand on.
In this episode, Drew brings in Marni Puente (SAIC) and Sara Larsen (Wolters Kluwer Health), two marketers who’ve learned that positioning only works when it’s clear, repeated often, and owned beyond marketing. They get into how to break the cycle of repositioning, earn internal trust, and lay the groundwork for durable growth.
In this episode:
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Marni shares how a tight positioning strategy anchored SAIC’s rebrand and became a decision filter across the org
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Sara explains how to drive clarity in a matrixed enterprise, aligning stakeholders without watering down the message
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Both guests reflect on the power of internal alignment as the real test of a strong position
Plus:
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How to test positioning with internal and external audiences
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Published on 1 month, 2 weeks ago