Episode 28

The Power of “Laddering” in Marketing

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In this episode of the Brand Narrative podcast, we discuss the concept of laddering. Laddering, an important tactic in brand positioning, is a powerful way to highlight a strength of your brand while (subtly) calling out a weakness of a competitor. We highlight examples and discuss how the concept can work for marketers. Links discussed include:

  • Bud Light TV spot (corn syrup)
  • The Brand Narrative podcast is produced and published by Findsome & Winmore and hosted by Matt Certo, agency CEO and author of Formulaic: How Thriving Companies Market from the Core.