--- title: Essays | Strategy & Positioning description: Strategy & Positioning | Essays on brands, psychology, and human behavior - exploring how people make meaning, build identity, choose brands, and tell their stories. --- # Essays Reflections on narrative psychology, decision making, and the strategic tensions shaping brands today. Filter by Tag Show All Book Review Brand Relationships Decisions & Behavior Narrative & Meaning Point-of-View Research & Insight Strategy & Positioning Travel & Hospitality ### Strategy & Positioning [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/natalia-blauth-DLb62xdMU4c-unsplash-1.jpg?width=7000&height=4669&name=natalia-blauth-DLb62xdMU4c-unsplash-1.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/how-ethical-brands-can-avoid-the-virtue-signaling-trap) 4 min read #### [How Ethical Brands Can Avoid the ‘Virtue Signaling’ Trap](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/how-ethical-brands-can-avoid-the-virtue-signaling-trap) Feb 21, 2025 8:41:07 AM The Power of Narrative in Ethical Branding A brand’s narrative is more than just a marketing tool—it’s the foundation of its identity. The most... [Strategy & Positioning](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning) [Brand Relationships](https://www.threadlinebranding.com/en-us/essays/tag/brand-relationships) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/how-ethical-brands-can-avoid-the-virtue-signaling-trap) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/getty-images-VrmTKxewtWg-unsplash-1-scaled-1.jpg?width=2560&height=1221&name=getty-images-VrmTKxewtWg-unsplash-1-scaled-1.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/building-an-empathetic-brand-a-journey-towards-deeper-customer-connections) 3 min read #### [Building an Empathetic Brand: A Journey Towards Deeper Customer Connections](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/building-an-empathetic-brand-a-journey-towards-deeper-customer-connections) Sep 11, 2024 8:49:17 AM When we talk about building an empathetic brand, we first need to define what empathy means in a branding context. Empathy is the ability to... [Strategy & Positioning](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning) [Brand Relationships](https://www.threadlinebranding.com/en-us/essays/tag/brand-relationships) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/building-an-empathetic-brand-a-journey-towards-deeper-customer-connections) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/1679938135096_png-2.webp?width=1920&height=1080&name=1679938135096_png-2.webp) ](https://www.threadlinebranding.com/en-us/essays/blog/book-review/impactful-communications-a-review-of-breaking-through-by-sally-susman) 4 min read #### [Impactful Communications: A Review of ‘Breaking Through’ by Sally Susman](https://www.threadlinebranding.com/en-us/essays/blog/book-review/impactful-communications-a-review-of-breaking-through-by-sally-susman) Jun 5, 2024 10:01:55 AM Sally Susman’s Breaking Through: Communicating to Open Minds, Move Hearts, and Change the World stands out as an invaluable guide for those seeking... [Book Review](https://www.threadlinebranding.com/en-us/essays/tag/book-review) [Strategy & Positioning](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning) [Narrative & Meaning](https://www.threadlinebranding.com/en-us/essays/tag/narrative-meaning) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/book-review/impactful-communications-a-review-of-breaking-through-by-sally-susman) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/getty-images-0N5LhsMjjPE-unsplash-2-2.jpg?width=1920&height=1280&name=getty-images-0N5LhsMjjPE-unsplash-2-2.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/brands-are-relationships-get-it-right-in-two-steps) 5 min read #### [Brands are Relationships: Get It Right In Two Steps](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/brands-are-relationships-get-it-right-in-two-steps) May 23, 2024 9:39:23 AM In today’s market, branding transcends mere logos and taglines; it’s about creating relationships and stories that resonate with consumers on a... [Strategy & Positioning](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning) [Brand Relationships](https://www.threadlinebranding.com/en-us/essays/tag/brand-relationships) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/brands-are-relationships-get-it-right-in-two-steps) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/656a4ba15e37c06a1b2d1006_Higher-Ground-Cover-Mockup-2_2-Height-1280-and-Up-Extra-Wide-2.webp?width=2160&height=933&name=656a4ba15e37c06a1b2d1006_Higher-Ground-Cover-Mockup-2_2-Height-1280-and-Up-Extra-Wide-2.webp) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/higher-ground-by-alison-taylor) 3 min read #### [Navigating Purpose as a Business: A Deep Dive into ‘Higher Ground’ by Alison Taylor](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/higher-ground-by-alison-taylor) May 1, 2024 11:15:11 AM In today’s rapidly shifting corporate landscape, where the expectation that businesses serve a greater purpose is growing, Alison Taylor’s Higher... [Book Review](https://www.threadlinebranding.com/en-us/essays/tag/book-review) [Strategy & Positioning](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning) [Brand Relationships](https://www.threadlinebranding.com/en-us/essays/tag/brand-relationships) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/higher-ground-by-alison-taylor) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/joshua-rodriguez-f7zm5TDOi4g-unsplash-2.jpg?width=1920&height=1280&name=joshua-rodriguez-f7zm5TDOi4g-unsplash-2.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/building-brands-in-the-narrative-economy-a-guide-for-modern-marketers) 5 min read #### [Building Brands in the Narrative Economy: A Guide for Modern Marketers](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/building-brands-in-the-narrative-economy-a-guide-for-modern-marketers) Apr 2, 2024 3:10:24 PM The age-old paradigms of feature-focused advertising will no longer serve brands today or into the future. To succeed, marketers must embrace what we... [Strategy & Positioning](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning) [Narrative & Meaning](https://www.threadlinebranding.com/en-us/essays/tag/narrative-meaning) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/building-brands-in-the-narrative-economy-a-guide-for-modern-marketers) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/startend-1.png?width=1280&height=720&name=startend-1.png) ](https://www.threadlinebranding.com/en-us/essays/blog/book-review/review-start-at-the-end-how-to-build-products-that-create-change-by-matt-wallaert) 2 min read #### [Review: “Start at the End: How to Build Products That Create Change” by Matt Wallaert](https://www.threadlinebranding.com/en-us/essays/blog/book-review/review-start-at-the-end-how-to-build-products-that-create-change-by-matt-wallaert) Mar 20, 2024 4:58:00 AM Matt Wallaert’s Start at the End: How to Build Products That Create Change is a compelling guide that distills the author’s extensive experience in... [Book Review](https://www.threadlinebranding.com/en-us/essays/tag/book-review) [Decisions & Behavior](https://www.threadlinebranding.com/en-us/essays/tag/decisions-behavior) [Strategy & Positioning](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/book-review/review-start-at-the-end-how-to-build-products-that-create-change-by-matt-wallaert) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/influence-1.png?width=1280&height=720&name=influence-1.png) ](https://www.threadlinebranding.com/en-us/essays/blog/book-review/review-influence-the-psychology-of-persuasion-by-robert-b-cialdini-phd) 2 min read #### [Review: “Influence: The Psychology of Persuasion” by Robert B. Cialdini, PhD](https://www.threadlinebranding.com/en-us/essays/blog/book-review/review-influence-the-psychology-of-persuasion-by-robert-b-cialdini-phd) Dec 15, 2023 4:46:00 AM Robert B. Cialdini’s book, Influence, considered a seminal work in the field of persuasion, meticulously explores how certain psychological... [Book Review](https://www.threadlinebranding.com/en-us/essays/tag/book-review) [Decisions & Behavior](https://www.threadlinebranding.com/en-us/essays/tag/decisions-behavior) [Strategy & Positioning](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/book-review/review-influence-the-psychology-of-persuasion-by-robert-b-cialdini-phd) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/tosellishumancover-1.png?width=1280&height=720&name=tosellishumancover-1.png) ](https://www.threadlinebranding.com/en-us/essays/blog/book-review/review-to-sell-is-human-the-surprising-truth-about-moving-others-by-daniel-h-pink) 2 min read #### [Review: “To Sell Is Human: The Surprising Truth About Moving Others” by Daniel H. Pink](https://www.threadlinebranding.com/en-us/essays/blog/book-review/review-to-sell-is-human-the-surprising-truth-about-moving-others-by-daniel-h-pink) Aug 22, 2023 4:59:00 AM Daniel H. Pink’s To Sell is Human: The Surprising Truth About Moving Others offers a refreshing look at the art of selling in a world where everyone,... [Book Review](https://www.threadlinebranding.com/en-us/essays/tag/book-review) [Decisions & Behavior](https://www.threadlinebranding.com/en-us/essays/tag/decisions-behavior) [Strategy & Positioning](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/book-review/review-to-sell-is-human-the-surprising-truth-about-moving-others-by-daniel-h-pink) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/dan-smedley-K_P6uDekLKI-unsplash-2.jpg?width=5348&height=3565&name=dan-smedley-K_P6uDekLKI-unsplash-2.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/3-ways-to-apply-psychology-to-your-brand-right-now) 2 min read #### [3 Ways to Apply Psychology to Your Brand Right Now](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/3-ways-to-apply-psychology-to-your-brand-right-now) Feb 24, 2021 2:33:37 AM You want to apply psychology to your brand. You think having a more emotional brand is probably the way to go. But let’s be honest, the psychology of... [Decisions & Behavior](https://www.threadlinebranding.com/en-us/essays/tag/decisions-behavior) [Strategy & Positioning](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/3-ways-to-apply-psychology-to-your-brand-right-now) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/pexels-alleksana-4113688-1-2.jpg?width=1200&height=630&name=pexels-alleksana-4113688-1-2.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/what-is-a-brand-and-how-do-you-know-its-any-good) 4 min read #### [What is a brand and how do you know it’s any good?](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/what-is-a-brand-and-how-do-you-know-its-any-good) Oct 14, 2020 4:24:09 AM There is very little agreement among academics and practitioners regarding what is or is not a brand. Even less regarding what makes for a good one.... [Strategy & Positioning](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning) [Point-of-View](https://www.threadlinebranding.com/en-us/essays/tag/point-of-view) [Narrative & Meaning](https://www.threadlinebranding.com/en-us/essays/tag/narrative-meaning) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/universal-insights/what-is-a-brand-and-how-do-you-know-its-any-good) [![](https://www.threadlinebranding.com/hs-fs/hubfs/Imported_Blog_Media/goh-rhy-yan-299205-unsplash-2-1-1.jpg?width=750&height=563&name=goh-rhy-yan-299205-unsplash-2-1-1.jpg) ](https://www.threadlinebranding.com/en-us/essays/blog/news/marketers-need-to-pledge-to-do-no-harm-the-marketers-oath) 4 min read #### [Marketers Need to Pledge to Do No Harm: The Marketer’s Oath](https://www.threadlinebranding.com/en-us/essays/blog/news/marketers-need-to-pledge-to-do-no-harm-the-marketers-oath) Oct 14, 2020 4:20:21 AM Marketing has an impact on people’s lives. The benefit of that impact is up to us. Yet, there are very few expectations on marketers as an industry... [Strategy & Positioning](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning) [Brand Relationships](https://www.threadlinebranding.com/en-us/essays/tag/brand-relationships) [Point-of-View](https://www.threadlinebranding.com/en-us/essays/tag/point-of-view) [Read More](https://www.threadlinebranding.com/en-us/essays/blog/news/marketers-need-to-pledge-to-do-no-harm-the-marketers-oath) [1](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning/page/1) [2](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning/page/2) [ Next ](https://www.threadlinebranding.com/en-us/essays/tag/strategy-positioning/page/2)