Bottom up, not top down.

Business, but Amsterdam so…

It’s my pub quiz specialist subject

What the actual fuck 🤦‍♂️

I need to do my own John Lewis style ad...

Jamie Callum should be banned from public life.

I know the feeling, but you've done the right thing.

Power to you

I think you've misread me there, perhaps deliberately but here goes. Your first iteration of identity spoke of inherent qualities to the brand, my point was that the proposition is the direct presentation of that to the market. Not that it was the only manifestation, but the crucial frame.

Sorry, a distinctive brand asset. I've read far too much Ehrenberg-Bass literature.

The proposition is the identity a brand presents to the market, and yes I would say an extension but as a marketer the most important facet.

Right. It's all in the nuance.

DBAs are a separate subject, but having a distinctive proposition is a fundamental. Distinctive within category at least, or subcategory.

When you do, please do it in a Steve McClaren Dutch accent so it is a niche niche Nietzsche pun 😀

Yeah, it's a great point and perhaps I should have been more specific in the ramble. I'd say that positioning for everyman/woman is putting a stake in the ground as not being exclusive, flashy or trendy. So still a choice, and still not truly for everyone. But appreciate you making me think, Will 🙏

Yeah, that's a nice angle to take but do their competitors also play the same game? I'd argue not. Pepsi, Millers etc play on different attributes.

For sure, but as I cover in the video they are well positioned against their competitors. You can be the humble brand in a category of braggarts or where nobody else is leaning into that and reserach indicates that is what consumers want.

I'm voting S Club next time.