In his latest blog, Brandwave Founder and Head of Strategic, Daniel Macaulay reflects on his recent trip to Barcelona where he was asked to speak on brand positioning at the 2016 European Outdoor Group Summit.
With 350 delegates primarily comprised of Outdoor brand Founders and Directors, this event proved to be the perfect platform for Daniel to showcase his ‘Brand Transcendence’ theory and demonstrate how brand positioning should define everything a brand is and does both internally and externally…
As locations for a conference go, Barcelona is pretty damn hard to beat! Where else can the conference organisers mix networking over an afternoon surf with VIP dinners in mountain-top restaurants and evening drinks in the local brewery. That said, these conference organisers were no ordinary conference organisers; they were the EOG – The powerhouse governing body of the European Outdoor Industry. As far as we’re concerned they are the unequivocal, undefeated, unparalleled arse-kickers of all other sports industries when it comes to running industry events.
To give a little background, the primary reason that I was asked to speak about brand positioning at this event because of a client event that we hosted last year by the name of NetworkB. For this event, we invited 100 of our clients and friends from across Europe to join us in discussing and establishing best practice for brand positioning within the European sports industry. We were lucky enough to be joined by some of the leading thought leadership brands and personalities on the subject and subsequently, I was asked by the EOG to present a little of what we had learned.
“The unequivocal, undefeated, unparalleled arse-kickers of all other sports industries when it comes to running industry events”.
Watch highlights from our 2015 NetworkB ‘Brand Positioning’ event here:
While researching my presentation for this event, one thing became immediately apparent to me… while much has been written on how to define and establish your brand values, very little has been written on how to actually implement within your company and execute them externally. It reminded me a little of a three step process where everyone only ever wanted to talk about step one.
This apparent lack of application prompted me to think about how, when, and where brand positioning should be applied – Brand Transcendence was my answer. That is to say; used properly, brand positioning should define everything that a company is and does both internally and externally”.
See below the highlights of Daniel’s EOG Summit presentation ‘The secret of successful brand positioning”: