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Brand positioning


Key reading

Starbucks

Best Practice: Brand positioning

This Best Practice paper argues that a brand positioning should always contain a strong message for the brand that some people love, and some people hate, in order to be effective. It discusses the five common pitfalls in brand positioning. Brand examples covered in the paper include Starbucks and IBM.
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How to write brand positioning statements

This Best Practice paper provides a framework to use when writing a brand positioning statement.

Mythbuster: Defining competitors too tightly

Les Binet and Sarah Carter look at a common mistake when positioning a brand.

How to use brand positioning

A Best Practice paper providing a "how-to" guide for positioning a business, product, service or brand.

The brand portfolio audit

This classic paper provides a model for examining a portfolio, identifying problems and opportunities.




Latest articles

The four steps tea brands must take to buck the downward trend

This article outlines four steps tea marketers can take to reverse the decline in their category that is taking place in the UK as drinking habits continue to shift away from, in particular, black tea.

Rebooting brand strategy for the digital age

This article explores how brand strategy should be retooled for the digital age, without devolving into a purely tactical dispute.

How Aldi marketed its way to the winning discount position

This article looks at how retailer Aldi positioned itself as the 'best-value' supermarket in the UK after the financial crash of 2008 significantly changed consumer behaviours.

Building brands through differentiated salience

This article challenges commonly held views in order to provide a more nuanced perspective on the concepts of brand differentiation and salience.

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