Neil Gaught explores the power of positioning strategy in this insightful video, highlighting how memorable brands tend to dominate markets. He shares his experience of asking participants in workshops worldwide to name mobile phone brands, revealing how few can name more than a few—despite there being hundreds of brands. Gaught explains how market share is closely linked to being memorable and positioned in the minds of consumers. He dives into the concept that if you’re in the top three of any sector, you control 80% of the market, with the leader and challenger holding the strongest positions. The video emphasizes how the best organizations differentiate themselves in ways that resonate deeply with both the mind and heart of consumers.