Points of discussion:

1. Isaac is leaving CODO to open a brewery?

2. What is positioning (3 Core Questions) and why does this matter?

3. How to use a matrix to get a quick eagle eye view of your competitive landscape.

4. Categorical Differentiation as a positioning strategy.

5. What is the “Positioning Trap?”

6. Can a specific a theme or differentiator be too limiting on a day-to-day brand building basis?

7. How to write your brand positioning statement.

8. Okay, Isaac is not starting a brewery after all.

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