With audience attention becoming increasingly fragmented across platforms and formats, visibility alone is no longer sufficient to ensure meaningful engagement. Brands continue to produce a high volume of content and activations, but the gap between output and audience response has widened. Exposure does not guarantee interaction, and interaction does not always translate into impact.
Most leaders understand positioning. They know their brand needs to stand for something clear, relevant, and defensible in the minds of the people most important to its future. That is clear. However, problems arise when an organization drifts from its core strengths or when those strengths are now weaknesses.
Perhaps the most interesting thing about AI is that it is new yet nothing new.
The president of Snacking Global at Mars, Andrew Clarke, recently spent some time chatting with The Wall Street Journal. Mr. Clarke articulated some important and exciting areas of innovation and interests that Mars continues to pursue for its snack brands.
Alongside category design, messaging, storytelling, and thought leadership, positioning is where your company claims its strategic seat within the market’s mental map—and, when engineered deliberately, this seat is one competitors cannot easily take.
