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PODCAST

The Art of Positioning

Beatrice Gutknecht

What if you could take your business and shake up how it"s seen, inside-out to go from plateau to pop star? Beatrice Gutknecht (Brand Positioning Badass - Badassery by B), is on a mission to help you do that while avoiding dropping big bucks on harmful rebrands. The Art of Positioning podcast teaches you how to rewire operations around new positioning. The goal? Ready to implement tips, aka actionable ideas, shared by Beatrice and expert guests. Rebrands, fluffy words, and pictures can take a

business marketing

All Episodes

01:23:47

Repositioning Without Losing Customers | Amy...

The Art of Positioning ·

2025/10/28

Your brand needs to evolve. But what if you lose the customers who got you here?Customer experience leader Melissa Eaton and five-time CMO Amy Heidersbach have both guided businesses through repositioning without alienating loyal customers.Amy led marketing at PayPal and Visa, scaling a business unit to $1.2 billion. Melissa solves complex business problems by seeing patterns others miss.Most companies treat repositioning like a marketing project. New logo, new tagline, done. But your marketing team

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00:37:32

Unclench Your Business Butt Cheeks | Gloria Chou

The Art of Positioning ·

2025/10/14

When your team tells different stories about your business, customers notice.PR strategist Gloria Chou had a team of seven plus a CMO who couldn't grow her account because everyone was following marketing templates instead of sharing what the business actually stood for.After letting go of the CMO and taking back control, Gloria discovered the difference between values-based messaging and template marketing. Her assistant went from wanting to quit to being fully engaged. Her business became

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01:15:57

Why Your Business Might Be Unsellable | Alexandria...

The Art of Positioning ·

2025/09/30

Most business owners think they'll just clean things up when they're ready to sell.Well, as great as that would be, it doesn’t work that way.In this episode of The Art of Positioning, M&A attorney Alexandria Seydel and financial advisor Allie Beckmann join Beatrice to break down why 75% of businesses that go to market never actually sell.And it's not market conditions, it's deal killers hiding in plain sight.We cover:Reducing owner dependence.Building a cohesive exit strategyThe

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01:10:15

Marketing Is Not About You | Emma Davies & Guta...

The Art of Positioning ·

2025/09/16

Marketing. It’s not about you.Nope, no buts. It’s not.As co-host of Blame it on Marketing Emma Davies says: “Marketing's not about vibes. Marketing is art and science. So if they're not asking for data and they're just talking.”Between multi-business founders and hosts Emma Davies and Ruta Sudamantantaite, and Beatrice - this episode gets spicy and brutally honest on what effective marketing and brand dynamics should look like and how best to leverage each.Expect:- Mistakes business

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01:17:29

The Crisis Management Playbook | Oliver Aust & Gordon...

The Art of Positioning ·

2025/09/02

Your brand is one viral moment away from disaster.Crisis management expert Oliver Aust and legal expert Gordon Firemark know this. They've watched brands crumble overnight, and others emerge stronger.In this episode:→ Crisis playbook that works (not theory)→ Training your team on it→ Legal safeguards before storms hit→ PR recovery when damage control fails→ Trust rebuilding that converts skepticsIt’s battle-tested strategies from experts who've pulled brands back from the brink.This one is

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01:12:20

Fixing employee experience | Desiree Goldey & Juan...

The Art of Positioning ·

2025/08/19

Company cultures are broken.And ping-pong tables are NOT the answer.But what is?And how much does your brand strategy play a part?Juan Carlos Morales, a recruiting expert, Desiree Goldey, a DIB specialist, and Beatrice come together to a) answer these questions and b) fix the employee experience.Think: Fixing employer branding, reflecting values in hiring and the employee experience, and how to sustain that experience across different regions.This one is for you if the goal is to reduce employee

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00:57:48

Operations: Troubleshooting for Business Growth |...

The Art of Positioning ·

2025/08/05

There’s fluff content, then there is practical business troubleshooting.This episode is all about the latter.The Art of Positioning, host Beatrice Gutknecht, and this week’s operations-focused guests, Brandon Gano, COO at Human Ops Technologies, and Emma Cowling, a seasoned business coach with one goal:Challenging the commonly seen ‘fluff’ that is brand values and going into the day-to-day operations to troubleshoot where implementation has gone wrong, and how it can be done right.And boy, do they

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00:57:25

AI, Automation and Strategy: Stop Sounding like a Bot...

The Art of Positioning ·

2025/07/22

Is it time to rethink your AI approach to your brand voice?Host, Beatrice Gutknecht, is joined by expert guests Leland Best and Chris Troka for an episode that looks at integrating AI and automation with your brand's message and voice, without sounding like another bot or worse, pretty words that don’t create actions.This episode is about making your AI tools work for you (like strategies for training AI tools to match brand guidelines), all while keeping that irreplaceable human touch. We get

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00:53:34

What's Your Favorite Position?

The Art of Positioning ·

2025/07/08

We killed The Art of Branding.It’s dead. Buried. RIP to a mostly decent name.Is this a resurrection?A new position?Or did we just do a Jaguar and say duck you to everything that’s been built so far?In this first episode of season 3, joined by podcast producer and manager Elijah Drown, Beatrice shares why the change, the evolution of the business, and rebranding.This one is for business owners, co-founders, and heads when considering pivoting, rebranding, or refreshing your business without changing

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00:01:27

Season 3 Trailer | The Art of Positioning

The Art of Positioning ·

2025/06/24

What if you could take your seemingly 'boring' business and shake up how it's seen, inside-out to go from plateau to pop star?Beatrice Gutknecht (Brand Positioning Badass) is on a mission to help you do that while avoiding dropping big bucks on harmful rebrands.The Art of Positioning podcast teaches you how to rewire operations around new positioning.The goal? Ready to implement tips, aka actionable ideas, shared by Beatrice and expert guests.Rebrands, fluffy words, and pictures can take

en

01:14:07

Unmasking strategy myths in business | Season 2 Finale

The Art of Positioning ·

2024/11/14

In celebration of a full circle, The Art of Branding podcast producer Elijah takes the reins for this episode posing question to host, Beatrice Gutknecht for a behind the scenes take on brand strategy, the evolution of the Badassery by B brand, challenges, common myths and the implementation of brand strategy.From tackling common misconceptions to showcasing her holistic approach to sharing the conception and workings of her mascot and kangaroo sidekick, Roo. Beatrice unravels the quirks of

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00:40:32

Positioning in Podcasts and Business | James Mulvany

The Art of Positioning ·

2024/11/07

A podcast community platform disguised as a dating app?! This episode is badass take on branding, podcasting, and going against the grain. And who better to tackle this than the founder of Matchmaker FM, Podcast.co, CuePodcasts.com and Radio.co - James Mulvany. In this episode, James recounts his journey from a geeky DJ and web programmer to a badass entrepreneur shaking up the audio space. They discuss the importance of sound quality, the unique concepts behind his brands, and the innovative ways

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00:48:24

The Impossible Take On Agencies | Chris Harris

The Art of Positioning ·

2024/10/24

Join Beatrice with this week's guest, Chris Harris, co-founder of Impossible Machine, for an badass episode on redefining agencies.From the pressures of profitability over revenue to navigating economic instability and recession fears, this discussion gets real about surviving and thriving in today’s business landscape. They delve into the spirit of innovation, legacy institutions resisting change and the workarounds, and the power of grassroots movements with thoughts on brand initiatives from

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00:42:22

Brand Strategy in Action in a 38-year-old Business |...

The Art of Positioning ·

2024/10/10

In this episode of The Art of Branding Podcast, host Beatrice shakes things up with a candid conversation about authentic differentiators in business. Joining her is Cameron Varner, the principal from Banbury Lane Design the architectural and cabinet hardware consultants. They discuss the challenges and triumphs of refreshing a brand strategy after 38 years, balancing maintaining traditional roots and evolving into a modern digital presence. The episode delves into the insights gathered

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00:51:46

No Bullshit Strategy | Alex M H Smith

The Art of Positioning ·

2024/10/03

What if strategy could instead be clear, simple, bold, and even actually useful? This week’s guest Alex M H Smith, the author of 'No Bullshit Strategy' and founder of Basic Arts is all about shaking things up in this way.Alex shares insights on authenticity versus inauthenticity - with surprising results and using brands like Nickelback and Starbucks as examples. Discover the balance between appealing to the masses and maintaining premium quality, effective strategy implementation, and the crucial

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00:36:11

Delete Boring in B2B | James Mentor

The Art of Positioning ·

2024/09/26

In this episode of The Art of Branding Podcast, B2B marketing scaler James Mentor, who’s 4Xed 3 SaaS companies, helped 2 exits, and built a 6-figure marketing agency bootstrapped, joins Beatrice to chat deleting boring in B2B. James shares his experience transforming SaaS companies through fresh marketing strategies and scaling them using AI. The discussion covers overcoming resistance to new methodologies, personalizing content for different personas, and the challenge of integrating new

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00:26:43

Disrupting the logistics industry | Dave Gulas

The Art of Positioning ·

2024/09/19

How can you take an industry that’s been doing the same things in the same way for decades and shake it up? That’s what this episode is about with Dave Gulas, an entrepreneur on a mission to bring the human element to the forefront in the logistics industry through personal branding. The podcast host of Beyond Fulfillment and the President and Co-founder of EZDC 3PL, Dave and Beatrice, discuss transitioning from industries and discovering the necessity of personal branding along the way. Dave shares

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00:35:55

Positioning to Pop in Hospitality and Travel Tech |...

The Art of Positioning ·

2024/09/12

The hospitality industry is one of the oldest and most steadfast industries (in holding on to doing things the same way); between that and the travel tech industry, this episode with marketing strategy powerhouse Jacki Brown aims to shake things up. With nearly 20 years of experience in consumer goods and hospitality tech for brands like Amadeus and Shark Vacuums, Jacki brings some serious oomph to this episode. From naked guests to guerilla marketing, Jacki and Beatrice dive into connecting with

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00:38:44

Creating distinction with memes in B2B | Aidan Brannigan

The Art of Positioning ·

2024/09/05

Can meme’s shake things up in the world of B2B? This week’s guest on The Art of Branding, Aiden Brannigan, the head of social at Marketing Millennials is here to set the record straight. In this episode Aiden shares his journey of taking the brand to over a million followers on LinkedIn, and other social platforms through the art of memes. Aidan and Beatrice explore the nuances of creating niche content, what “going viral” really means, and effectively using humor in B2B marketing. Alongside

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00:39:55

Future-Proofing Your Brand | Adriana Tica

The Art of Positioning ·

2024/08/29

Some marketing strategies simply need to be called out on, and that’s what this episode with Adriana Tica, a top 100 content marketing influencer recognized by SEMrush, and Beatrice get into.They discuss avoiding common marketing traps, the balance between learning and action, analyzing consumer trends, techniques to future-proof your business, and building a strong, relatable audience. Adriana also shares her thoughts on how brands can build connections with their target audience, the evolving

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54 results

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