The brand position or brand positioning is how the brand is perceived in the context of competitive alternatives. As brand consultants, when we help our clients develop their brand strategy, we include a target customer definition, brand essence, brand promise, brand archetype and brand personality, giving the intended brand position/positioning (as opposed to the actual brand position in the mind of the customer) greater depth.
Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers. Today, Paul, a VP of Marketing in Rochester, New York who has this question on evolving a brand.
How well do we understand the people who are most important to our future?
It’s been more than four months since the passing of Steve Jobs. Much has been written and shared in that span about one of the greatest innovators and marketers of our times. In the flurry of remembrences I missed this opinion piece in the New York Times by his biographer, Walter Isaacson. For me, Steve’s lessons continue to surface.
It’s a good thing the game between the NFL’s New England Patriots and the New York Giants was exciting because this year’s Super Bowl commercials were dull, and what a weird thing to say about the Super Bowl. Generally, it’s the very opposite of that.
