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.