In this episode, we speak with Sofia Alexus, CEO, Kundo, the customer service platform that helps you simplify customer service with consolidated ticket management, AI tools, and self-service solutions for recurring questions. We talked with Sofia about the rebranding and positioning exercise they are just doing. We particularly discuss the process leading up the final brand and position statement, and how that has been inspired by the B2C fashion industry. Here are some of the things we talked about:  - Why focusing on building moats might not be right if you have access to the fastest river down to the ocean? - What we can learn from the B2C industry when it comes to positioning and branding? - How does the processes look like to define a new brand and positioning? - How to engage your customers in your branding and positioning work? These are some of the many questions we address with Sofia. Please tune in to learn more about how they are approaching this work, with inspiration from the B2C world to get closer to their customers.