How do you make a techy speaker reseller brand aspirational and accessible? Build the positioning around **the listening experience**. <iframe style="border: 1px solid #777;" src="https://indd.adobe.com/embed/0a222423-992b-4f0b-a25a-533cf8cb8be0?startpage=1&allowFullscreen=true" width="600px" height="426px" frameborder="0" allowfullscreen=""></iframe> I built this brand with a hot-shot creative team while I was Strategy Manager at [Dare Creative](https://darecreative.co.uk/). I was responsible for building the strategy, purpose, tone of voice, concept, and copy.