Ines Calloway
5 notes
Ines Calloway writes about brand strategy, positioning, and the work of making a brand legible to the people it is for.
Notes
Positioning
The Cost of Brand Sameness and How to Audit Your Copy
B2B brand sameness is the logical result of risk-averse benchmarking. Learn how to run a copy audit, diagnose linguistic mimicry, and write messaging buyers actually notice.
Sep 2026 · 7 min
Positioning
How to Prove a Differentiator Your Buyers Will Actually Believe
A business differentiator is only as strong as your operational evidence. Learn how to screen your market positions, audit your capabilities, and prove your competitive advantage with real facts.
Sep 2026 · 8 min
Positioning
The Real Reason Your Deals Stall
When prospects cannot tell you apart from competitors, they choose nothing. Learn why high-value deal stalls are a structural positioning failure rather than a lack of sales persistence.
Sep 2026 · 7 min
Positioning
Your Category Isn't Crowded. It's Converged.
When every competitor claims the same asset, a smaller niche just means fewer people hearing the same generic promise. The fix is mapping what the category refuses to say.
Sep 2026 · 8 min
Positioning
Why Buyers Choose the Safest Competitor When Every Vendor Sounds Identical
When your product looks exactly like your competitor's, buyers stop optimizing for merit. Learn how buyers manage risk when vendor messages converge.
Sep 2026 · 7 min