In the early 1980s, Al Ries and Jack Trout published the seminal marketing book Positioning: The Battle For Your Mind. They argued that marketing wasn't simply about products or services; it was about capturing a specific space in the consumer's mind. Think of Volvo and you immediately think of "safety." Think of Walmart and you think, "Low prices." If you want "fast food" you'll probably start looking for the nearest McDonald's.

These principles of brand positioning still endure. For most people, Google is "search," Amazon is "shopping," and Apple is "cool tech." And these "spaces" can be powerful enough to cut across fragmented marketing channels.

So, "what" are you as a financial advisor?

What "space" does your firm occupy in your ideal client's mind?

And how can you differentiate that space and highlight your unique value proposition?

On today's show, I discuss the latest marketing trends with John Scianna, the Founder of Objective Brand. Whether you are a solo advisor struggling to stand out in a crowded marketplace or a billion-dollar firm trying to unify your corporate messaging, this conversation is a masterclass in building a modern brand.