Unlocking the Hidden Magic in Brands: Brand Positioning Revisited

The paper suggests that one of the problems in brand positioning work is that the stimulus material shown to consumers is generic (statements and mood boards are not part of the consumers' experience), vague and unfocused, often irrelevant, and even boring.

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...

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