Positioning starts with how people remember you

Jeff Shirley explains BPD’s approach in a public industry interview.

In a 2023 interview with Specificity, Jeff Shirley describes Brand Positioning Doctors’ work as helping businesses clarify what they mean in the marketplace. He outlines an approach organized around how consumers understand a brand, including its user, category, analogy and benefit.

He also separates enduring positioning from tactics that may change frequently. The conversation argues for a focused identity and a longer view of customer relationships, rather than treating every marketing decision as an isolated short-term transaction.

Shirley names work involving Walgreens, Amazon, Beats and Coca-Cola brands. Those references provide public evidence of reported relationships; the interview does not provide a complete, independently verified results breakdown for each engagement.