Building a brand: standing out from the crowd

Wednesday 8th May 15:55 - 16:35

The booming health and fitness sector is a competitive and crowded marketplace. If businesses are to stand out they must have a clear marketing strategy, including a brand positioning that differentiates them from the competition. Positioning is about how to cut through the clutter and get a clear message into the mind of the target customer. It’s about finding the perfect place for your brand to live, in between what your company does, what the customer wants and where the competition plays. A brand’s entire marketing strategy should flow from that clear positioning, to maximise impact and sales. How can ambitious companies create a strong positioning to set themselves up for success? This session will give a step by step guide to brand positioning strategies using real life industry examples.

Eddie May, Managing Director at Overdog Marketing

Business of activity - day 1 - Building a brand: standing out from the crowd

Eddie is a specialist in helping brands to grow through strategy, communications and copywriting.

He has over 20 years of experience, including co-founding two award-winning integrated agencies and running UK marketing for Umbro.

In that time, Eddie has worked with a wide variety of brands, including the NFL, EA Sports, SportsArt, Catapult Sports, Le Col, London Sport, Pitchero, Laureus and many more.

He is a mentor on SportTechHub, the incubator programme run by London Sport and has also been involved with ActiveLab, the global launchpad for innovation in physical activity.

Eddie is now founder of Overdog, a consultancy specialising in sport, fitness, health and technology. Overdog helps brands to create the foundations for growth in three key areas:

Strategy > Helping you to plot a path to growth and putting the fundamental building blocks of a marketing strategy in place; including growth and commercial planning, audience targeting, value proposition and brand positioning.

Communications > Developing integrated and effective campaigns to bring your brand to life across earned, owned, paid and shared media, engaging the people who will fuel the growth of your brand.

Copywriting > From articulating a powerful brand purpose to enhancing your SEO and creating email campaigns that get a response, we’ll craft the words to ensure you stand out in a sea of mediocrity.

Step by step guide to brand positioning

Eddie May, Managing Director at Overdog Marketing

Expert brand positioning panel

Claire Burlison, Co Founder and Brand Director at Clubbercise