In this post, we look at how to build a Brand Positioning Strategy and the foundational components of that strategy.
Read more of The Power of Positioning (Part 2)
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Christian Perritt
Brand and Creative Strategy
Christian has been with Gravity since back around the time that electricity was invented (we’ll just say “20+ years”). A passionate brand storyteller and lover of all things creative, Christian ensures that integrated campaigns, media projects, and designs are all fresh, inspiring, and true to the brand they reflect. One of his favorite aspects of working at Gravity is the opportunity to work with so many talented people – from creative professionals to inspiring clients.
Outside Gravity, Christian is busy with a (patient) wife and two kids, as well as a dog named Franklin. Christian can also be caught from time to time playing music, engaging in theater, and sitting down at the occasional poker game.
Some things you might not know about Christian
- If I weren’t a creative director, I’d be a small-part film actor.
- For inspiration, I watch classic films and play music with much more talented musicians.
- If I could live in a TV show/film, it would be Ocean’s Eleven.
Posts by this author
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The Power of Positioning (Part 1)
When we start work with a new client, we usually begin with Brand Position because of the important role it will play in any marketing we develop. Here’s an exercise you can do to witness successful positioning in action.
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Simple is Better: Ads that Showcase the Three Point Stance
Let’s take a look at some great ads that keep copy concise without sacrificing creativity!
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The Creative Challenge
Get the creative juices flowing with this great exercise for teams.
Read more of The Creative ChallengeThe Classic Rules of Comedy…in Marketing
Here are a few examples of comedy and marketing coming together, as well as a few classic rules of comedy to keep in mind if you’re trying to bring the funny into your campaign.
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BOLD is BETTER for Your Brand
One of the most satisfying aspects of my job is the opportunity to help clients clarify and communicate their brand position – that stance that a brand takes in the face of its competition to clearly identify and distinguish itself. A strong position i …
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Open Letter to Starbucks, Pt. 2 …finally
OK, it’s time to talk about the big blog post goose egg I laid a few years ago. When Starbucks came out with its newer, sleeker brand identity, I kicked up quite the fuss. Oh, I was all indignant and full of opinions, wasn’t I! “[Starbucks’] recent re …
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To Guinness: Cheers!…and *sniff*
I usually don’t expect to be tearing up when I’m watching football. …well, I am a Vikings fan, so let me rephrase that. I usually don’t expect for an ad to have me tearing up while watching football. But that’s exactly what Guinness did to me with its …
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Dear T-Mobile – Please Stop
It’s great when you can create a theme for a campaign that actually works – a through-line that effectively strings messages together and makes the audience recognize your “look” almost immediately. But, like every positive in marketing, there’s a pot …
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Star Wars: A Brand on the Dark Side
Disney? Star Wars was bought by Disney?! …DISNEY?!? That was pretty much my first reaction to hearing the news that, yes, my beloved Star Wars franchise had been bought by none other than Disney. I was crushed. All I could think about were cutsey-fi …
Read more of Star Wars: A Brand on the Dark Side