+ Point of view

Coming back strong – marketing in the post-pandemic world

Thoughts from Positive CEO, Paul Maher COMING BACK STRONG I want to share some practical thoughts, as to how we may not just survive, but actually emerge stronger from the current and coming downturn. We started Positive in the 2008…

Talking Category Design with Balderton and Crane 🚀

At Positive, talking about Category is what we do. We often provide strategic Category Design counsel to our clients, many…

COVID-19 and Marketing: Balancing risk and opportunity

As the world is now realising, amidst COVID-19 uncertainty, business as usual has become somewhat unusual. Food shopping delivery apps…

Building a category, part two – when to build and when to buy

As previously explained in part one, tech Category-building is hard, slow work. For B2B tech brands, Category leadership doesn't come…

Your second bite of ‘snackable’ content

An oft-quoted Microsoft study claimed the human attention span has shortened from 12 to just 8 seconds. While the exact…

Master of keywords, master of blogs?

[UPDATE 2020]  We are now officially in the future, 2020 is here. With that in mind, I thought I'd revisit…

Building a category part one – defining a tech brand is hard

Enterprise Tech marketing’s deciding factor. When to build and when to buy.  Building a Category-defining tech brand is hard, slow…