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Brand positioning


Key reading

Starbucks

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

Building brands through differentiated salience

This article challenges commonly held views in order to provide a more nuanced perspective on the concepts of brand differentiation and salience.

7 steps to effective brand positioning

This article gives recommendations for brand positioning, the process of establishing a clear belief and an ambitious future vision - recently, its most popular incarnation has been the 'brand purpose'.

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

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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.

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