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Positioning - Branding Strategy Insider

By definition 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.
Is Your Brand Meaningfully Different?

As marketing professionals, we’d like to share a quick lesson in one of the fundamentals of marketing having to do with relevance, what we call being “meaningfully different.” Marketers know it’s not enough to be merely relevant to be worthy of a customer’s admiration and loyalty. Something must be relevantly different to attain this status.

Why Community Branding Efforts Fail

As I traveled the U.S. giving talks to economic development professionals on how their community brand could uniquely deliver the American Dream, I had the opportunity to listen to stories of many failed community branding efforts. I found the stories unfortunate because for the most part the failures were avoidable. The typical root cause of the failures tended to be one of three things.

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Branding Strategy Insider is published by The Blake Project, an independently owned, strategic brand consultancy with extensive experience helping businesses and brands gain an emotional advantage, a distinctive advantage and a connective advantage.

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