WHAT THIS SESSION COVERS
Most B2B brands compete in the same crowded space, saying similar things — and AI is accelerating the sameness. In this 30-minute session, Richard Parsons shows how to map the whole category, find the white space that’s genuinely available and defensible, and turn it into a direction you can brief against. Drawn from the evidence base behind True’s IPA Effectiveness Accreditation.
WHAT WE COVERED
- 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 IT’S FOR
- 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
WANT TO GO FURTHER?
If you’d like us to find and define your ownable position, that’s what the Signal Map Sprint does. Book a 20-minute call to explore it.
Book a call
