Clarity You Can Act On
Positioning Collective helps leadership teams clarify strategy, brand, and portfolio decisions during moments of growth and complexity.
Some of the amazing teams we’ve worked with…
GitHub Case Study
NAVIGATING AN INFLECTION POINT
By 2017, GitHub had established itself as the leading provider of open-source tools for coding. It was a beloved brand whose users were incredibly loyal, but it had reached a critical crossroads. The company had become hung up on the question: was it a company for developers or for the companies that employed them. At the same time there was internal concern that the company could grow no further on its own.
Our assignment was to help them prepare their brand for the next stage of their growth—to tell a comprehensive story to all their audiences: developers, enterprises, investors, and potential partners. We began by assessing their existing brand and messaging, and by talking to stakeholders from key audiences to understand their perception and their needs.
Ultimately, we developed a storytelling foundation and platform around the big idea of The Developer Company, a simple but powerful message that helped define who they were and reenergized not only their marketing but their investment pitch. Soon after completing our assignment GitHub was acquired by Microsoft.
Boys and Girls Clubs of Silicon Valley Case Study
CREATING A NEW AND EXCITING STORY
Against the backdrop of the COVID pandemic, leadership wanted to refresh their brand and create clear and impactful messaging to educate and motivate potential donors and the broader community.
Our assignment was to assess their existing brand, discover the underlying emotional foundation, and revitalize their story. The ultimate deliverable was a presentation for their leadership team that they could use to pitch to both individual donors and businesses in Silicon Valley.
After talking to a wide variety of stakeholders in the community, including front line staff and alumni of the club, we created a powerful big idea to anchor their brand and tell their story. Our brand promise for them was The Magic of Belonging, and we used this concept to anchor their story and help them connect with all the members of their community.
Precor Case Study
SUPERCHARGING AN AGING BRAND FOR GROWTH
Founded in 1980, Precor had built a strong reputation as a global leader in premium fitness equipment. But as the market evolved—with the rise of connected fitness and new competitors—the brand was beginning to show its age. Despite continued innovation, market perception lagged behind.
Our assignment was to revitalize the brand—clarifying its positioning and preparing it for the next phase of growth.
We assessed the brand through employee and customer interviews, alongside competitive analysis, uncovering an opportunity to more clearly define Precor’s core strength: its deep expertise in fitness.
From this, we developed a focused narrative around the idea of Fitness Experts, reinforcing credibility while modernizing the brand’s voice and presence.
The result was a clearer, more relevant brand that strengthened Precor’s position in the market and helped set the stage for its eventual acquisition by Peloton.