The highest compliment for a brand is hearing customers repeat its positioning back to you. For 14 years, My wife and I drove a Volvo. One thing kept surprising us. People regularly commented on it. Sometimes it was a friend. Other times, a client. And occasionally it was someone we’d just casually met. The comments varied, but they usually came down to the same thing. “Safe car.” I wrote in I Need That that those conversations taught me something important about branding. Nobody ever...