Brand positioning
Nick LiddellDragon Rouge
Great brand positioning requires inspiration, bravery, a future vision and don't be afraid of alienating people, says Dragon Rouge's Nick Liddell.
In theory, brand positioning can be an immensely useful tool for creating growth. But in practice, it is often a complete waste of time, money and effort.
There are very few examples of great brand positioning. Truly awful brand positioning is equally hard to find. The vast majority of brand positioning ideas are neither terrible nor remarkable. They neither inspire nor appal. They are average. Inoffensive.
This is a problem. A brand positioning...