<p>In this episode of the <a href="https://www.brandnarrative.fm">Brand Narrative podcast</a>, 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:</p>
<ul>
<li><a href="https://www.youtube.com/watch?v=2HqHA0MFlkY">Bud Light TV spot</a> (corn syrup)</li>
</ul>
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<p>The <a href="https://www.brandnarrative.fm">Brand Narrative podcast</a> is produced and published by <a href="https://www.findsomewinmore.com">Findsome &amp; Winmore</a> and hosted by <a href="https://findsomewinmore.com/our-team/matt-certo/">Matt Certo</a>, agency CEO and author of <a href="https://www.formulaicthebook.com">Formulaic: How Thriving Companies Market from the Core</a>.</p>

Brand Building Through External Relations

The Brand Narrative podcast features conversations about topics and concepts surrounding the world of brand, marketing, and the genealogy of meaningful ideas.  Guests are invited to share perspective, stories of bringing successful brands to market, and commentary about connecting with customers. Episodes endeavor to deliver something intriguing and notable (on most days) and include something useful to the entrepreneur, the marketing wonk, and the creative professional alike.  Hosted by marketing agency owner and author, Matt Certo and the agency he calls home:  Findsome & Winmore.