7 steps to effective brand positioning

This article gives recommendations for brand positioning, the process of establishing a clear belief and an ambitious future vision - recently, its most popular incarnation has been the 'brand purpose'.

7 steps to effective brand positioning

Nicolas LiddellThe Clearing

A creative leap is an inevitable part of any successful brand positioning. This paper outlines seven principles to help marketers get their brand positioning right.

There are almost as many definitions of brand positioning as there are marketers. In the interests of clarity, it's helpful to stop and consider what brand positioning actually is, and how it differs from brand strategy.

  • 1) Brand strategyis about establishing a clear system of thought. It defines the clear role a brand should play in contributing to commercial success and the position it...

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