The Art and Science in Brand Positioning with Kathy Guzman Galloway

In this podcast episode, Katya Allison interviews Kathy Guzman Galloway, a brand positioning expert in the CPG industry. Kathy shares insights from her career journey, starting at PepsiCo and now running her own consultancy, The Clarity Wizard. She emphasizes the importance of brand positioning as a strategic foundation for businesses, distinguishing it from branding. Kathy introduces her framework of brand fundamentals, which includes purpose, mission, positioning, values, and identity. She stresses the significance of understanding consumers through research, offering practical, cost-effective methods for startups and established brands alike. The conversation covers emerging trends in consumer experiences, the challenges of diversity in branding, and the simplification of marketing choices. Kathy concludes with advice on the essence of marketing: building relationships with consumers by understanding and meeting their needs. Throughout, she advocates for clear, strategic thinking in brand development and marketing..

Listeners will walk away with insights on:

• Brand positioning is a strategic conversation that should precede branding. It answers who a brand is serving, what it is serving, and why the audience should care.
• Both qualitative and quantitative research are important for understanding the audience and making informed business decisions.
• The recent trend in the market is towards more specific language and solutions, resulting in products that consumers can truly love.
• The startup wave has forced organizations to serve their audiences smarter, leading to better communication and market solutions.
• It's crucial for brands to revisit their brand fundamentals before starting any new initiative. This helps maintain consistency and aligns the team towards the brand's mission and values.

Follow Kathy on LinkedIn here.