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Brand Positioning Statements 401 |
Brand Positioning Statements are brief, four-part descriptions of a brand’s “essence” relative to target, competitive set, demand (desire) and delivery (unique selling proposition). Previous articles provided an overview and two-part dissection of targeting. Today’s dispatch addresses the second component of this platform: The Competitive Set.
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Brand Positioning Statements 301 |
This is Part Three in a series about Brand Positioning Statements as an important brand positioning guideline (or “platform”), and Part Two of our explanation of the starting point for all Brand Positioning Statements: the targeting clause.
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Brand Positioning Statements 201 |
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In our Brand Positioning Statements 101, 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)
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