Positioning is part art, part science and part psychology—that’s why marketing strategy is harder than it looks-enumerates this author!

Meet the Author: Austin McGhie

is the president of Sterling Brands’ Strategy Group, is a marketing strategist with over 30 years of experience shaping iconic brands like Disney, Nike, Google, and ESPN. A former ad agency leader and self-proclaimed “almost-bestselling” author, McGhie champions positioning as the cornerstone of effective marketing. His pragmatic approach, honed through real-world campaigns, argues that brands are forged by marketplace response, not marketer-led branding exercises.

Book Snapshot: BRAND is a Four Letter Word (2012)

In this no-nonsense guide, McGhie dismantles the obsession with “branding” and refocuses marketers on positioning—the art of carving a distinct, audience-centric space in the market. Published in 2012, the book remains a blueprint for creating differentiated advantage, blending anecdotes from McGhie’s work with actionable frameworks.

Core Thesis:

• Brands emerge when audiences reward clear, consistent positioning.
• Marketing’s real work lies in defining, targeting, and defending a position—not chasing superficial branding tactics.

Key Takeaways

1. Positioning > Branding: Focus on actions, not slogans. “Positioning has nothing to do with communication. It must be built on what you do, not what you say”4.
2. Audience-Centricity: Brands are a market response; success hinges on resonating with unmet needs.
3. Disrupt or Be Disrupted: Innovate to own your category (e.g., Kleenex for tissues)7.
4. Simplify to Amplify: Clarity beats complexity. Great marketers balance analysis with bold intuition.

Brand Example

Tommy Hilfiger Santos Positioning Playbook

Tommy Hilfiger’s resurgence as a global luxury brand mirrors McGhie’s principles:

• Celebrity-Driven Positioning: Partnered with Zendaya, Gigi Hadid, and Lewis Hamilton to embody “classic Americana with a modern edge”
• Omnichannel Precision: Used data analytics (via Contact Pigeon) to segment audiences, retarget shoppers, and boost email subscriptions by 35% YoY
• Experience Over Ads: Focused on in-store and digital experiences (e.g., personalized pop-ups) to reinforce its premium position

By prioritizing strategic positioning over generic branding, Tommy Hilfiger transformed into a cultural icon—proving McGhie’s mantra: “Your position is your promise; deliver it relentlessly.”

TL;DR: McGhie’s 2012 classic teaches that winning brands start with positioning, not logos. Tommy Hilfiger’s data-driven, celebrity-fueled strategy shows how it’s done.