Roadworthy B2B · Webinar 5 of 5 · Position
What space can
only you own?
How to find the space in your category that only you can own.
- Wednesday 12 August
- 11:00–11:30am BST
- Webinar
Register now
WHY YOU CAN’T MISS THIS
Most B2B brands compete in the same crowded space, saying similar things in similar ways — and AI is making that sameness worse by the month. When everyone sounds alike, there’s no clear reason to choose any one of them. The brands that win step out of the crowd and claim a space that’s theirs alone.
While everyone chases the same best practice — which is exactly what makes everyone identical — almost no one maps the whole category to find the position that’s genuinely available. This session shows you how to find yours.
This is theory that survives the real world — drawn from the evidence base behind True’s IPA Effectiveness Accreditation. A practical look at claiming a position no competitor can follow.
WHAT WE’LL COVER
- The sameness trap — why B2B brands converge on the same messages, and how AI is accelerating it.
- Category Territory Mapping — True’s method for plotting the whole category to find ownable white space.
- Distinctive, not just different — how to find a position that’s both genuinely available and defensible.
- From map to brief — turning white space into a direction you can brief strategy and creative against.
- Real-world examples — brands that stepped out of the crowd and grew.
WHO SHOULD ATTEND
- CMOs and brand leaders who want a distinctive position to build on
- Marketers tired of “me-too” messaging and slightly-better sameness
- Strategy and brand teams about to embark on a repositioning
- Anyone who’s ever struggled to get buy-in for a braver brand direction
JOIN THE GUESTLIST
Format: A free 30-minute online session, including a 10-minute live Q&A.
We’ll send your joining link and a calendar invite straight away.
Register to save your place.
YOUR HOST
-
Richard Parsons
Founding Partner & Managing Director at True
Richard is a highly experienced UK marketing planner with over 30 years of expertise in cross-sector B2B strategy. Currently heading strategy at True, he is a digital marketing pioneer who began his career at Anderson & Lembke — then the world’s largest B2B agency. He now shares his industry knowledge as a guest lecturer in B2B Marketing at UAL London College of Communication.
THE FIVE-POINT WEBINAR SERIES
Five webinars. One question: is your marketing roadworthy?
ABOUT TRUE
True was founded in 2012 to be a different type of B2B agency — to break free from the short-term performance marketing that swamps the industry, with little impact. We’re in the business of making a difference, and we do it by building brands: creating powerful brand associations that deliver tangible business value and generate fame for our clients. True is the only B2B agency with IPA Effectiveness Accreditation, the UK partner of BBN — the world’s largest B2B agency network — and recognised by the ANA as Global B2B Creative Agency of the Year.
Register to save your place.
