Lindsay Pedersen Company Guru

Lindsay is a Brand Strategist and Founder of Ironclad Brand Strategy, which builds brands using an exacting and analytic method. Her background as a P&L owner at Clorox fostered a deep appreciation for the executive charge: to create sustainable value. Ironclad advises companies from burgeoning startups to national corporations, including Zulily, IMDb, T-Mobile and Starbucks. Lindsay holds an MBA in Business from the University of California Berkeley, Haas School of Business.



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What is a Brand?

The following is a transcript from a section of my LinkedIn Learning course, Create a Brand Strategy — if you’re intrigued, check out the entire course — Lindsay.


What is My Brand’s Mental File Folder?

"People can only buy from your business if they have first paid attention to it. And attention is a scarce resource these days."


Is Brand Strategy a Creative or a Logical Exercise?

Brand is neither purely analytical nor solely emotional – it’s both.


Brand vs. Branding – Why Does The Difference Matter?

The term “brand” has become simultaneously too big and too small. It can be up on a pedestal, out of reach if you don’t have deep pockets. Conversely, it’s often relegated to the most superficial and tactical initiatives. Some leaders get so frustrated or confused that they dismiss brand as not relevant to their business at all. Their response is, “If I can’t grasp it and relate to it, I’m not going to think about it.” Unfortunately, that’s throwing the baby out with the bathwater. Although the concept of brand may feel elusive at first, it can be your most powerful tool as a leader. Don’t bypass it just because of this initial elusiveness. Brand is a layered concept, but that’s what makes it strong. Let’s demystify this thing, so you can use brand to grow your business with intention, clarity and focus.


What the Heck is a Brand Positioning Strategy?

Pure and simple, a brand positioning strategy is a tool of business strategy. Leaders want and need to grow their businesses. Smart leaders want to grow with intention. They want to eschew brute force, and let the physics of focus do some of the work for them. A brand positioning strategy is a focusing mechanism.


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