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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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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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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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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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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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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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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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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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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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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