How to Build a Brand That’s Truly Different and Relevant with Luke Stevens

About this episode

In this episode, Josh Porter and Luke Stevens discuss how to build a brand that stands out in a fast-moving AI market by focusing on differentiation and customer relevance.

In an AI market moving faster than anyone predicted, positioning is no longer a once-a-year exercise — it’s a living, strategic discipline. And the companies that win are the ones who learn how to stand out without losing connection to what customers actually care about. In this episode of Marketing Genius Unpacked, host Josh Porter, founder of Bit of Genius Consulting, sits down with Luke Steven, marketing strategist and author of Superpositioning: How to Create a Brand That’s Both Different and Relevant. Luke’s work focuses on helping companies escape category sameness, craft memorable narratives, and build positioning that guides the entire business — not just the marketing team. With a background that spans tech startups and global B2B brands, Luke blends behavioral science, storytelling, and strategy into a practical framework built for modern GTM teams. This conversation goes deep into how growth-stage AI companies can sharpen their message, evolve their differentiation, and avoid brand drift in a noisy, hype-driven ecosystem. 💬 What the Episode Is About Josh and Luke unpack the real meaning of “different and relevant” — the core idea behind superpositioning. They explore…

People in this episode

Host: Josh Porter

Guest: Luke Stevens

Topics covered

• brand differentiation
• customer resonance
• category sameness
• narrative crafting
• marketing strategy
• AI market positioning

Keywords

• branding
• marketing strategy
• AI companies
• positioning
• category clichés
• narrative
• growth-stage companies

Mentioned in this episode

Organizations: Bit of Genius Consulting

Books & works: Superpositioning: How to Create a Brand That’s Both Different and Relevant

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