Clik here to view.
Brand positioning tip #2: the competitive frame of reference
In Brand Positioning Tip #1, we covered 2 of the 4 key elements of successful brand positioning done the way Dr. Kevin Keller taught me: points of parity and points of difference. Today, I’d like to...
View ArticleClik here to view.
Brand positioning tip #3: the brand mantra
In previous posts, we’ve covered three of the four elements of good brand positioning as I learned them from Dr. Kevin Keller, author of the classic branding textbook Strategic Brand Management: Points...
View ArticleClik here to view.
Brand positioning tip #4: brand permission
In brand positioning tips 1-3, we discussed the 4 elements of good brand positioning: points of difference, points of parity, the competitive frame of reference, and the brand mantra. In this post, we...
View ArticleClik here to view.
Brand positioning tip #6: build peninsulas, not islands
In previous posts about brand positioning, we’ve talked about points of parity & points of difference, the competitive frame of reference, brand mantras, and the concept of “brand permission” as...
View ArticleClik here to view.
Brand positioning tip #11: the 1-2 punch
In the classic book Positioning: The Battle for Your Mind, by Jack Trout and Al Ries, there is an ongoing thematic—the overwhelming value of being #1 in a market. The reasoning? It is extremely hard to...
View ArticleClik here to view.
Brand positioning tip #12: don’t get hung up on the words
When it comes to positioning terminology, I sometimes get questions like “what is the difference between a brand mantra and a brand essence?” or “is a point of difference the same thing as a key...
View ArticleClik here to view.
Brand positioning tip #13: embedding positioning internally
If a tree falls in a forest and no one is around to hear it, does it make a sound? I don’t know the answer, but I can tell you that brand positioning not effectively communicated and embedded both...
View ArticleClik here to view.
How to test your brand positioning: is it desirable, deliverable, and...
Once you and your positioning team have determined what the positioning for your brand should be and identified the points of difference, points of parity, and maybe even a brand mantra, consider...
View Article
