✦ Brand

Positioning by subtraction: choose what you refuse

Strong positioning isn't a longer list of what you do. It's a short, brave list of what you won't.

MO Mara Okafor Founder & Brand Director February 5, 20266 min read
A minimal desk with a single sheet of paper
Photograph · Unsplash

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MO

Mara Okafor

Founder & Brand Director

Founded Leaping in 2014. Spends most of her time arguing teams toward a single sentence they can stand behind.

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Brand Layered swatches of paint and color exploration
May 28, 20263 min read

Most rebrands fail before the logo opens in Figma

A logo is a conclusion. Redraw it before you've done the thinking and you've just made a prettier version of your confusion.

positioning· rebrand
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Brand A notebook and pen on a wooden desk
April 2, 20265 min read

Naming is a fight. Win it in week one.

Naming dies by consensus. The trick is to make the decision early, with the right people in the room and the wrong people out of it.

naming· strategy
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