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A Brave New PodcastAuthor: Josh Dougherty
Great marketing is all about making smart decisions, developing your discipline, understanding and meeting the needs of your prospective customers, and putting in place the right systems to make the whole process easier. A Brave New Podcast, with brand and marketing strategist Josh Dougherty, is here to teach you how to truly unlock your business potential through the power of marketing! Each episode will bring you insights, best practices, and top strategies from a variety of business leaders and marketing & sales experts. Tune in to A Brave New Podcast to learn how to build a more memorable brand and accelerate your growth with bold marketing. Language: en Genres: Business, Health & Fitness, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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In Search of White Space: The Role of the Competition in Branding
Episode 131
Thursday, 29 October, 2026
In this solo episode, Josh Dougherty explores the concept of white space: the uncontested market position that lets a brand sell from strength instead of competing on price. Drawing on recent competitive analysis work, Josh explains why fitting in with your category is riskier than it looks, walks through a five-step process for running a competitive audit that reveals real gaps, and shares how to claim the white space you find without losing sight of who you are as an organization. What you'll learn about in this episode: What white space is and why it's the ultimate goal of branding Why the instinct to fit in with your category leads to a "sea of sameness" and commoditization The difference between table stakes you need to signal and the position that sets you apart A five-step competitive audit process: define your competitive set from the buyer's perspective, audit each competitor the same way, map the overlaps, look for gaps, and pressure-test what you find Why you should audit no more than seven direct competitors How to use AI to boost your competitive analysis work The four types of gaps where white space usually hides: positioning gaps, say/do gaps, unleveraged assets, and channel gaps Why the best white space sits where your authentic essence meets an unclaimed need, and why it should feel like a reframe, not a pivot Additional resources: Josh Dougherty on LinkedIn A Brave New's website Josh Dougherty's speaking site
