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.
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.
Ferrari’s recent introduction of the Luce, its first fully electric four-door model, has sparked exactly the kind of controversy one might expect from an iconic brand. Just as the Jaguar rebrand did, and many others before it.
Visual communication is now one of the primary ways buyers judge credibility, understand value, compare options, and decide whether a brand deserves attention.
