Brand Positioning Statements 501

In a previous dispatch, we introduced the subject of Brand Positioning Statements as an important brand positioning guideline (or “platform”). We described them as brief, four-part descriptions of a brand’s “essence” relative to target, competitive set, demand and delivery (unique selling proposition). Continue reading

Brand Positioning Statements 401

Brand Positioning Statements are brief, four-part descriptions of a brand’s “essence” relative to target, competitive set, value proposition and USP (unique selling proposition). Previous articles provided a general overview followed by information on targeting. Today’s notes address the second component of this platform: The Competitive Set. Continue reading

Brand Positioning Statements 301

This is Part Three in a series about Brand Positioning Statements as an essential brand positioning tool, and Part Two of our explanation of the starting point for all Brand Positioning Statements: targeting. Continue reading

Brand Positioning Statements 201

In Brand Positioning Statements 101, we introduced the subject of Brand Positioning Statements as an important brand positioning variable. Specifically, we described them as brief, four-part formula to a brand’s “essence” (relative to target, competitive set, value proposition and USP). Continue reading

Brand Positioning Statements 101

Brand Positioning Statements are one of three types of positioning platforms created by The Brand Development Company for our clients, the other two being the Brand Message (sometimes called a Communications Platform) and the Brand Personality (also known as a Creative Platform).  Together, these three serve as a tripod-like foundation to the brand. As with a tripod, the weight of the brand is evenly distributed across all three legs –meaning each much be strong and sustainable on its own merit while also being compatible with the others. Continue reading