CHAPTER FIVEPOSITIONING BRANDSFOR CONTEXT

There’s an old consulting story that illustrates the nuances of context. Three friends hit the golf course together. One is a priest, the other a doctor, and the third a business consultant. It’s a perfectly beautiful day. The three men are driving the ball well and having a great game until they start the back nine. There, they find themselves waiting for a long time behind a slow-playing foursome in front of them. At one point, the priest waves down a ranger. He asks what’s holding things up. The ranger explains that the foursome is a group of firefighters who lost their sight saving the historic clubhouse from a nasty blaze. He said the club is so grateful for the firefighters’ heroism that it allows ...

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