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...