The Drum
Quick! What’s the difference between a positioning statement and set of brand values?
Or a value proposition and a brand’s DNA?
What about a brand promise and a brand essence?
If you answered ‘er’ to any of the above, then you are not alone.
Week long workshops have been spent parsing out the distinctions between ‘DNA’ and ‘purpose’. Cut through the froth, however, and we are talking about positioning.
But whatever we call it, positioning is central to what marketers do. Yet, here’s a scary New Year’s thought: is it time to reposition positioning?
Positioning faces an even bigger challenge. Jenni Romaniuk of the Ehrenberg-Bass Institute has pointed out that the way we think about positioning is back to front.
Read the full article on The Drum.