In August, I was trying to understand how disinformation caused the Southport race riots.
How did conspiracy theorists spread a fake name and identity with no connection to the real attacker? Where did the fake identity originate?
That’s how I found Tortoise Media.
Their careful unraveling of the disinformation web didn't just explain what happened, it revealed why traditional breaking news coverage often makes such situations worse.
What I discovered wasn't just a news source, it was a masterclass in positioning. Here was a media company that had turned the industry's obsession with speed into an opportunity, building their entire identity around being deliberately, proudly different.
For anyone struggling to differentiate their brand in a crowded market, Tortoise Media's approach offers valuable lessons.
Let's examine how they've aligned every element of their brand, from messaging to design to product, around a simple, powerful positioning that challenges industry conventions.
Does Tortoise Media know the problems it’s solving?
It knows EXACTLY what 2 problems it is solving...
In one sentence, “It’s too many newsrooms chasing the news, but missing the story.”
Why does this resonate?
Because we all feel the strain of 24/7 news cycles, where outlets race to break stories and fill airtime with repetitive, meaningless commentary.
In this age of misinformation and conspiracy theories, it has a significant impact.
Can you articulate the problem you solve in one sentence?
Can they easily articulate what makes Tortoise different and better than the alternatives?
Yes, they can!
“What’s different about us is slow news. We don’t do breaking news, but what’s driving the news.”
When other media outlets were racing to report daily COVID-19 case numbers, Tortoise was investigating vaccine development supply chains and the socioeconomic factors affecting vaccination rates.
This approach not only differentiates them but delivers more valuable insights to readers seeking understanding over immediacy.
Can you concisely articulate (and demonstrate) what makes your product different and better than the alternatives?
Tortoise has found THE perfect brand name that captures the essence of taking your time to win the race.
“Once upon a time, there was a race to understand the world.” So begins the story of the slow but wise Tortoise.
Tortoise's name works on multiple levels, making it an exemplary case of strategic brand naming:
But what's particularly clever is how they've extended this metaphor across their brand. Their logo features a minimalist tortoise shell design, their long-form investigations are called "Slow Views," and their editorial meetings are branded as “ThinkIns”; all reinforcing the deliberate, thoughtful approach their name promises.
The name also avoids common pitfalls of metaphorical brand names; it's easy to spell, pronounce, and remember, while carrying positive associations of wisdom and persistence.
Does your name reflect your value, your brand or help customers understand what you do?
Tortoise's genius lies in how they've translated their positioning into a razor-sharp message: “Slow news, not breaking news.”
These five words do heavy lifting by:
It’s such a good tagline that it doubles as a value proposition.
The messaging works because it builds on familiar concepts but subverts expectations. While "breaking news" has positive connotations of being first and fast, Tortoise reframes speed as a potential liability in quality journalism.
This positioning flows through their entire content strategy. Their investigations typically run 3,000-5,000 words, their podcasts dive deep into single topics over multiple episodes, and their "File" series spend months following complex stories that other outlets might cover in a day.
Can you sum up what you do and why it matters in a single, powerful sentence?
Tortoise's CTAs masterfully reinforce their positioning by emphasising clarity over urgency. Consider their range of conversion copy:
Notice what's missing: No "Breaking news alerts!" No "Don't miss out!" No artificial urgency. Instead, each CTA reinforces their core promise of thoughtful, comprehensive coverage.
This approach creates consistency between their brand promise and the action they're asking readers to take. When you click to subscribe, you're not just signing up for content—you're opting into their philosophy of news consumption.
Do your CTAs reinforce your benefits and value?
What makes Tortoise Media's branding exceptional is how every element works together to deliver on their promise:
In an era where misinformation spreads at lightning speed and attention spans shrink by the day, Tortoise has built more than just a brand, they've created an alternative model for journalism that demonstrates how positioning, when properly executed, can transform an entire category.
For brands looking to stand out in crowded markets, Tortoise offers valuable lessons in the power of:
I’m a HUGE fan.
Disclosure: While I'm a subscriber to Tortoise Media, I have no professional relationship with the company. This analysis is based solely on their public-facing brand elements.
