From Logo to Market Position: The Layers That Actually Build a Brand

Start at the bottom. The first layer is market positioning. This is the hardest work and almost no one does it seriously. Market positioning answers one question: In what specific competitive context do you win? Not "we're better." Not "we're faster." Specifically, against whom, for what job, with what trade-off? Slack positioned itself against email for team communication—a specific job in a specific context. Apple positioned against the complexity of personal computing, not against other computer makers. Both companies won because they owned a position that competitors couldn't easily copy.