The STANCE Blog

Marketing and branding tips from the source.

Case study: Crafting a new story for Runway East

As a successful business in the co-working space, Runway East took a pause for reflection during COVID-19. Thanks to a responsible approach to growth, this pause was not a crisis! Instead, it was an opportunity to think about the long term vision for the company. To explore this, Natasha Guerra,...

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Introducing brand storytelling workshops, from STANCE

Stories are pretty essential in everyday life. Whether it’s the Bible (not me thanks), campfire tales, or a wedding speech, a lot of how we communicate revolves around having a story to tell. What makes a good story? An unlikely circumstance, a funny occurrence, a situation with high stakes, a...

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Four criteria to evaluate your company name before launching your brand

Success! You have a shortlist of names for your brand. The weird, the wonderful, they’re all in there. Your investor likes one. You like another. How to decide? Here at STANCE ® we like to use four metrics to evaluate a name: Likeability Memorability Ownability Digital...

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What are brand archetypes and how do you use them in a brand launch strategy?

Much like a person, a brand can and should have a personality. Sometimes that personality is expected, but sometimes the personality can be used to create a product differentiator. I like to give the example of two gyms: Virgin and 1Rebel. They’re both gyms. They both have classes and gym...

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Work from home wellbeing: Tips and tricks

Put your hand up if you’re walking less and sitting at your computer for 8-10 hours during lockdown. Meeee! Here are some problems with sitting: It’s static. You shorten your hip flexors. You crush your glutes. You might cross your legs, which affects the symmetry of your body. No...

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Should you use brand positioning axes in your VC deck?

One great thing to come from the COVID lockdown has been a great number of entirely virtual hackathons popping up all over the world. I was grateful to be part of a very well organised one headed up by CommonVC. A friend of mine was mentoring a team called SAKU for whom I became a guest...

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Qubit Aura, a product launch case study

The perfect product launch is a delicate science. There are a number of different teams that work together behind the scenes to make the product launch successful. Let’s bring this to life with a case study on the B2B product launch of Qubit Aura. New product launch case study Qubit Aura is a...

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The STANCE Method: Convex case study

Convex is an artist collaboration between Sarah Le Quang Sang and Laura Guarch who specialise in immersive art performances. What’s really important to Convex is securing funding for new projects, and to do that, they needed a clear description of who they are and what they stand for: A...

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The fundamentals of brand positioning and how it helps business ideation

If I had a penny for each time I started a paragraph or a presentation with the statement, “the world has changed...” I can tell you, I’d be a rich man. Normally the statement pertained to some kind of internet change, meaning that companies would no longer be able to hide a poor brand...

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What is the STANCE methodology and why do you need it?

Stop right there. Turn around. Give your brand a long hard look. What do you see? A business with a clear sense of purpose? A team of people united behind a clear goal? A set of words that you could take straight to centre stage at TED? A graphic identity that looks epic? If you see those...

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