Brand Positioning

Wieden+Kennedy São Paulo’s ‘Redesigned by the Trail’ uses a run of airport-route billboards to show the Bronco Sport gathering mud.

By Digital Gossip, 7 October 2026

The B2B marketer, who has spent 45 years on corporate positioning, says the process starts with one question to the chief executive.

By Digital Gossip, 6 October 2026

The first campaign, ‘Reasons’, debuted during the opening game of the Premier League season and runs in the UK, Spain, Germany and Denmark.

By Digital Gossip, 24 August 2026

With buyers consolidating vendors and AI flooding the market with similar content, Holmes argues that specific positioning has become a commercial necessity for software brands.

By Digital Gossip, 17 June 2026