Josh Leichtung's Videos

Videos are perfect for branding and positioning. I created the first few videos to help position and brand EquaShip, the latest startup upon which I worked. Positioning a brand with humor can be dangerous, but the research we did showed that small & medium sized ecommerce shippers were fed up with the duopoly's ridiculous price increases. We got no backlash at all.

This second video for EquaShip targeted ecommerce shippers. I reinforce the rebel/hero archetype with music, and position the competition as unfair, and well, just plain evil. 


 For more about branding & positioning, see On Branding.