Brand Positioning - Branding Strategy Insider

By definition the brand position or brand positioning is how the brand is perceived in the context of competitive alternatives. When developing brand positioning statements include a target customer definition, brand essence, brand promise, brand archetype and brand personality, giving the intended brand position/positioning greater depth. The unique value proposition and brand promise are similar. They both focus on the one or two key points of difference between the brand in question and other brands.
How To Find And Leverage Forgotten Brand Assets

Marketers like to look into the future, but it often makes sense to also look into the past of a brand and try to identify forgotten associations that have helped the brand succeed. What type of associations should you be looking for? Well, it really depends on the task and the brand. But this can be anything from reconnecting with the original intent or vision of the founders of the brand, understanding what factors have...

Brand Positioning For Category Disruption

Most categories operate based on specific assumptions (fast food advertising always needs to show the food, one can only buy a new car at a dealership, banking must be a stodgy experience) and follow a certain set of conventions that have usually proven successful in the past and that are generally followed by all the competitors in the category.

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