The STANCE Blog

Marketing and branding tips from the source.

Key marketing terms explained: CPL, CPA, AOV, LTV

CPL, CPA, AOV and LTV are metrics that every brand should be comfortable with. Once you have a really good understanding of these metrics, you can turn your hand to the LTV : CAC ratio which is a good predictor of business performance. The higher the ratio, the better your business is...

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Exactly how having a strong brand positioning earns you money

Bottom line: The purpose of branding is to make it easier for you to earn money. To convey exactly how this works, we at STANCE have been using a dynamite pyramid diagram to bring it all together. We start at the top and work down. Branding positioning layers 1 and 2: Business and marketing...

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Rock solid belief, mission and vision statements created using the STANCE method

STANCE stands for Situation, Transformation, Attitude, Niche, Confidence and Expression: The ultimate brand storytelling framework. Tucked into this framework you’ll find belief, mission and vision statements that make up the essence of brand strategy. SituationYou have an audience. They have...

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How to act on your brand's belief, mission and vision

You've probably heard about belief (or purpose), mission and vision, but you might not be that clear on: a: How to come up with these statements b: How to put the statements to work in your business This blog will focus on point b—how to elevate your belief, mission and vision beyond cursory...

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Finding your brand archetype: Games and exercises

On the STANCE ® homepage you’ll see us described as “brand storytelling with attitude” where Attitude is the A in STANCE. (STANCE stands for Situation, Transformation, Attitude, Niche, Confidence and Expression.) But how do you find and define a brand’s attitude? Brand archetypes assessment One...

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The missing ingredient from vision, mission, values

At the heart of brand strategy lies the vision, mission and values. These are the core deliverables of the brand strategist, and something that the client CEO will present eagerly to the business during all hands and annual conferences. But if that’s as far as it goes, the vision, the mission,...

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A practical guide to using brand archetypes

Brand archetypes get a lot of hype in marketing and brand positioning circles. But why? And once you have one, how do you use it? Read on! Can’t wait: Get the basics and learn about using brand archetypes with our free course! Jung brand archetypes Who is Carl Jung? And what are the Jung...

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Brand positioning and mission for Mecommi's FUN fundraising video

STANCE worked with Mecommi to deliver a full STANCE (story and positioning) and a cool fundraising video! The video would be done on a budget with handy filming from yours truly, STANCE founder, Simon Dean, and editing from friend of STANCE, Matt Macgilligan. Born and raised in lockdown, Mecommi...

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5 handy tools for digital marketers and branding experts

As a brand and visual marketing guy, I often need to become a chameleon and slip into the clothes of another brand, make some nice images or ideate on some icons. In that vein, here are five tools that I use on a weekly basis to maintain my skills as a masterful professional ;) If you think...

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Helping Britain fight COVID with Project Screen by Prenetics

Since March 2020, STANCE has had the privilege of working with Project Screen by Prenetics, one of the world’s leading companies in COVID-19 testing. Prenetics is a genetics company by trade with several consumer brands including DNAfit and CircleDNA. The idea behind all their products is to...

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