The Importance of Positioning in a Vertical Market

I don't know that there are patterns to spot in branding in a vertical. What you're really saying here is you're bringing a point of view that you've amassed from working with a bunch of different firms like this one. And really the point is it's beyond public positioning. You can speak to that out of the gate, which they can't do. All they can speak to is what they are faced with and they can't see it in a bigger context. That's the personal.