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

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 why companies slide into category clichés, how to spot when your positioning is no longer working, and what it takes to create a narrative your entire organization can follow.

Topics covered include:

• The strategic tension between differentiation and customer resonance

• Why most brands accidentally sound the same — and how to break the pattern

• Practical signals that your positioning needs an update

• How to turn positioning from a marketing slogan into a company-wide decision framework

• How AI’s rapid evolution forces teams to rethink positioning faster and more intentionally

Luke breaks down the exact traps companies fall into, and how leaders can escape them with positioning that feels bold, clear, and true.

🚀 Why It’s Worth Your Time

If you’re building or scaling an AI product, your positioning might be the most important — and most misunderstood — part of your strategy. This episode gives you a field-tested lens for evaluating your narrative, aligning cross-functional teams, and building a brand that customers instantly understand.

You’ll walk away with clarity on:

• How to build a message that wins attention and trust

• How to know when your story is outdated

• How to create a positioning system that actually guides product, sales, and marketing

• Why relevance matters just as much as differentiation in an AI-driven market

Luke’s perspective is sharp, practical, and rooted in work with real companies navigating real competitive pressure. If you’re tired of vague positioning or messaging that doesn’t move revenue, this conversation will reset your approach.

🎯 Who This Episode Is For

This episode was created for AI scale-up leadership — founders, GTM leaders, product marketers, and product teams responsible for shaping how their product is understood by the market.

If you’re working to refine your narrative, differentiate in a crowded category, or align internal teams around a shared story, this conversation is built for you. It’s equally valuable whether you’re pre-launch, mid-scale, or redefining your category position.

🧠 About Marketing Genius Unpacked

Marketing Genius Unpacked is the playbook for building and marketing AI products that win. Hosted by Josh Porter of Bit of Genius Consulting, the show features candid conversations with builders, strategists, and storytellers shaping the future of AI.

Each episode unpacks the frameworks, decisions, and narrative strategies behind world-class go-to-market execution — helping AI leaders turn complexity into clarity, and innovation into traction.

📬 Subscribe to The Genius Guide to AI Product Marketing: 👉 https://geniusguidetoaipmm.substack.com

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