Positioning
Models & Frameworks

A curated collection of brand positioning models and strategic frameworks. Learn who created them, their strengths, and how to apply them.

Brand-Market Connector (BMC)

Brand-Market Connector (BMC)

By Annette Bruce & Christoph Jeromin

The Brand-Market Connector was developed by Annette Bruce and Christoph Jeromin as part of their concept of agile brand management.

framework
Golden Circle

Golden Circle

By Simon Sinek

Simon Sinek's Golden Circle is a framework for leadership and inspiration consisting of three concentric circles

framework
Unilever Brand Key

Unilever Brand Key

By Unilever (internal development)

The Unilever Brand Key is a positioning model developed in the mid-1990s by Unilever, one of the world's largest consumer goods companies.

framework

Comparison

Brand-Market Connector (BMC)
Golden Circle
Unilever Brand Key
Best for Brands in fast-changing markets, agile marketing teams, complexity reduction Purpose-driven brands, founders, internal alignment FMCG brands, product brands, multi-brand portfolios
Complexity ★ ★ ★ ★ ★ ★ ★ ★ ★
Key Strength The Brand-Market Connector was developed by Annette Bruce and Christoph Jeromin as part of their con… Simon Sinek's Golden Circle is a framework for leadership and inspiration consisting of three concen… The Unilever Brand Key is a positioning model developed in the mid-1990s by Unilever, one of the wor…
Creator Annette Bruce, Christoph Jeromin Simon Sinek Unilever (internal development)

Recommended Reading

De-Positioning

De-Positioning

Todd Irwin

In this book, brand strategy veteran Todd Irwin shares the exact process he's used to help Fortune 500 giants and disruptive VC-backed startups dominate their markets.

positioning brand strategy
Positioning

Positioning

Al Ries

Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses. 

brand strategy positioning
Start with Why

Start with Why

Simon Sinek

Start with Why shows that the leaders who have had the greatest influence in the world all think, act and communicate the same way—and it's the opposite of what everyone else does. 

leadership positioning
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