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Brand positioning

Key reading


Best Practice: Brand positioning

This Best Practice paper argues that a brand positioning should always contain a strong message for the brand that some people love, and some people hate, in order to be effective. It discusses the five common pitfalls in brand positioning. Brand examples covered in the paper include Starbucks and IBM.
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How to write brand positioning statements

This Best Practice paper provides a framework to use when writing a brand positioning statement.

Mythbuster: Defining competitors too tightly

Les Binet and Sarah Carter look at a common mistake when positioning a brand.

How to use brand positioning

A Best Practice paper providing a "how-to" guide for positioning a business, product, service or brand.

The brand portfolio audit

This classic paper provides a model for examining a portfolio, identifying problems and opportunities.

Latest articles

The power of storytelling: how Philips rebranded as a health business

This event report looks at how Philips, the electronics company, has gone about repositioning as a healthcare business.

A priceless strategy for growth - and why MasterCard is no longer 'the best way to pay'

This event report considers how financial services brand MasterCard is repositioning itself as a lifestyle brand rather than a simple payments brand.

Mythbuster: Heroes should be perfect

This article argues that imperfections help to create heroes, and so brands should include imperfections in their personalities.

TD Ameritrade seeks to be one in 9,000

This event report outlines how TD Ameritrade, the investment group, built a distinctive brand positioning in a crowd market.

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