Season 1 / Episode 18: Craig Johnson of Matchstic on Focusing on a Niche

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This week I chat with Craig Johnson, a brand strategist and the founder of Matchstic, an identity house in Atlanta. I’ve respected Craig and Matchstic’s thought and design leadership for a long time now so it was awesome to get a chance to chat face to face. On this episode, Craig explains the merits of niching in a service offering. For Matchstic, it’s brand strategy and identity. What makes it a good move, what makes it work? He drops the truth about brand positioning and gives some insights into Matchstic’s inner workings and thinking.

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Show Notes:

Jim Collins’ Hedgehog Concept



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