In the following chapter, we will now look at the efforts companies make to present themselves positively. There’s an old saying whereby you will never get a second chance to make a good first impression. What applies to people also goes for corporations: They want to ensure that from the initial contact their interaction with constituencies is based on the most favorable impact they can make. If “the role of communications is to tell the stories that help the world fall in love with our company and what we do” (Larkin, 2023), it must be even better still to trigger love at first sight: “How could I dance with another/When I saw her standing there.” The Beatles, “I Saw Her Standing There” (1963). This was the opening song on their first ever album, Please Please Me, a landmark (see Chap. 7) in the history of popular music. Corporate positioning has several elements that in total make up a corporate brand. We will examine the most important of these, both tangibles (logos and names) and intangibles (content and raison d’être). In the process, we will look at many real-life examples and find some gems that are interesting, relevant, and compelling. And yes, also entertaining, I trust—as in, “Well, I had no idea!”