Positioning, as the word implies, is about where you want your business to be. But positioning isn’t about geography: it’s about where you want to be in the heads and hearts of your customers.

I have only recently taken my first steps on The EBA journey, having started back in January, but I am making sure that I get as involved as I can and make the most of everything the EBA has to offer. To date I have had teleclasses with Simon Middleton and Jamie Constable.

Brand Strategy Guru, Simon Middleton, a regular in the media on all matters branding and a popular Millionaire Mentor for the EBA, was asked to comment on the Steve Jobs and Apple news story yesterday for the BBC.

I was interviewed on BBC’s flagship current affairs show Newsnight at the end of last year. It was not only a fascinating experience in its own right, but proves the power of ‘Comment PR’.

In today’s world we are surrounded by brands of every shape, size and kind and they all use the secret rules of branding to get us to become interested in them, to learn to love them, to buy their goods and services, and even to become advocates for them – singing their praises to our friends and families.