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Brand Positioning

The brand position or brand positioning is how the brand is perceived in the context of competitive alternatives. When developing brand positioning statements include a target customer definition, brand essence, brand promise, brand archetype and brand personality, giving the intended brand position/positioning greater depth. The unique value proposition and brand promise are similar. They both focus on the one or two key points of difference between the brand in question and other brands.

Brand Positioning

Three Things A Strong Brand Positioning Must Do

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Three Things A Strong Brand Positioning Must Do

You need to focus your business. The decisions you make on what you want to focus your business on drive what you want your reputation in the market to be.

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Brand Positioning

5 Brand Positioning Models

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5 Brand Positioning Models

“In communication, as in brand architecture, less is more. You have to sharpen your message to cut into the mind. You have to jettison the ambiguities, simplify the message, and then simplify it some more if you want to make a long-lasting impression.” – Al Ries and Jack Trout

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Brand Positioning

Brand Positioning For Recessionary Times

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Brand Positioning Techniques For Recessions

There are whispers in the wind that the next recession is on the way. Recessions usually require brand planners to learn on the fly to keep their value proposition alive. All the assumptions of business as usual need reassessing.

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Brand Positioning

How Close Should A Brand Get To Its Competition?

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How Close Should A Brand Get To Its Competition?

Distance is an interesting concept in brand positioning terms. How closely you look to cluster with others and how determined you are to remain some distance away depends on your strategy and what you stand to gain from getting up-close.

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Brand Positioning

Creating Category Of One Brands

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Creating Category Of One Brands

To become a “category of one” brand is the holy grail of branding. What does it mean to become a “category of one” brand? It means that no other brand is even in the same category as your brand. Your brand has created a new category – one that matters to people.

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