How to write brand positioning statements
Melanie PuddickAdded Value
Melanie Puddick, of Added Value, offers some guidance on understanding brand positioning and offers a simple framework from which to build.
There is no standard definition of brand positioning. Some will call it brand architecture, brand essence, brand key/onion/house. Call it what you will, what we mean is the process of setting out what a brand promises to, and should, stand for in the eyes of its target consumer.
Brand positioning is the full view, often made up of component parts that include all or some of: Brand Proposition...