Unlocking The Hidden Magic In Brands: Brand Positioning Revisited
Richard WoodsNew Solutions
INTRODUCTION
All brand positioning models ask fundamental questions such as: What are the brand benefits? What is the brand personality? What is the core of the brand? It is important to ask these questions, but what is really needed is a philosophy and methodology to answer these questions. Most brand positionings are neither interesting nor motivating but simply a bland description of category generics as much of a brand's positioning is defined by the sector the brand is in. This is because they have not used a...