Branding Secret #65 – Position Yourself as the New Way. Watch how this brand killed the office email. Slack didn’t market itself as another tool— they positioned themselves as the “email killer.” By focusing on team collaboration, speed, and a playful, human interface, they made work communication feel lighter and actually enjoyable. They didn’t compete within the category— they reframed it. That’s the power move: Don’t improve the old way. Declare a new one. Follow for more brand-building blueprints. #brandingsecrets #brandpositioning #brandingstrategy #brandidentity