The Ad-Free Brand: Secrets to Building Successful Brands in a Digital World

6. The External Brand Positioning Rollout

During the internal brand positioning rollout, you began embedding the brand positioning deeply into the organization. Employees are starting to live the brand, and you’ve established a core group of people involved in the creation of the brand positioning who have become internal brand advocates.

With your brand effort gaining momentum, it’s time to open up your brand effort to the outside world.

In Chapter 5, I used the metaphor of a thermonuclear reaction inside a star to describe how to build community around a brand. Our goal with the external brand positioning rollout is to bring even more people in, feeding our growing star. Nothing attracts a crowd like a crowd.

Tearing Down the Walls

The second ...