THE BRAND IDEA
Contrary to what you may have learned in school, positioning is the most important “P” in marketing. It should not be treated as a subset of promotion.
To create a competitive positioning strategy, it must reflect your aspirations for the brand and its relationship to target customers within the context of market competitors.
The Brand Idea is the first order of brand positioning strategy development. It addresses the “WHY” of your brand.
Learn more here:
Avoid critical positioning errors. Read Chapter 1, Mis-Positioning Brand Positioning, from my recent book, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing. It will provide you with a list of common positioning errors to avoid and, importantly, effective ways to make your brand positioning strategy development matter more. Learn more here: http://bdn-intl.com/avoiding-critical-marketing-errors
Peace and best wishes,
Richard Czerniawski and Mike Maloney