In this episode of Marketing Spark, Mark Evans and Clay Ostrom discuss the importance of brand positioning and how it applies to marketing, sales, HR, product development, and raising capital. We explore how positioning is about finding a unique place in the market and creating a memorable connection with customers. We talk about the importance of clear and effective positioning in order to stand out in a competitive market and avoid being lost in the crowd. We also discuss improving a company's positioning, including understanding customers, analyzing competition, and developing an offering that aligns with customer needs. We also touch upon the key deliverables of the brand positioning process and how to measure the ROI of the work done.