The STANCE blog

Marketing and branding tips from the source.

Q&A on The STANCE Method with Mixcloud Co-Founder, Nikhil Shah

In Part 1, STANCE explored the Mixcloud story. In part 2 the tables have turned! Interviewer becomes the interviewee! Mixcloud Co-Founder, Nikhil Shah, quizzes Simon Dean on The STANCE Method, how it works and why Simon has a passion for brand storytelling. Original brand storytelling One area...

READ MORE

Positioning your brand in an evolving landscape with Mixcloud Co-Founder, Nikhil Shah

In this interview, STANCE digs deep into the Mixcloud story with Co-Founder Nikhil Shah. Seems crazy now, but 12 years ago, online mix and radio show hosting was just kicking off! A LOT has changed since then—tune in to get the scoop! Brand positioning and brand storytelling Nikhil does an...

READ MORE

Expected or unexpected: How to use archetypes in branding

While putting the curriculum together for Robust Brand Positioning for Start-Ups, I had a good time thinking about brands in the same industry that have wildly different attitudes. Normally what happens in brand archetype discussions is that 12 completely different types of business are mapped...

READ MORE

LTV and CAC: Two essential metrics for brand strategy

LTV and CAC are metrics of vital importance to a successful start-up! We cover these in our latest course, Robust Brand Storytelling for Start-Ups. Let’s start with some definitions: LTV is the Lifetime Value of a customer to your business. CAC is the Customer Acquisition Cost, which is the...

READ MORE

Case study: Helping Legends find their STANCE

Based out of New York, Legends is a new start-up in the travel scene. Founders Stephanie Daniel and Shaina Shiwarski were effectively ‘customers with an unmet need’. They love a certain type of vacation: One that inspires, takes you off the beaten path, allows you to meet you interesting people...

READ MORE

The best playlists for branding, curated by STANCE

To celebrate the end of UK Lockdown 2, here are the six playlists that STANCE has been listening to the most, during countless hours of WFH. These are ranked in order of chillness, from most to last chilled. Pacific Dream Inspired by my time in LA, this playlist is a mixture of drone and...

READ MORE

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,...

READ MORE

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...

READ MORE

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...

READ MORE

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...

READ MORE