Do you have a physical copy of your brand’s Competitive Brand Positioning Strategy? If not, does that mean that you don’t have a brand positioning strategy?
We define competitive positioning as “how we want target customers to perceive, think, and feel about our brand relative to competition.” Not having a memorialized statement doesn’t mean that target customers don’t have perceptions regarding your brand.
Where might they have formulated it? From your competitors. Now that’s a fine mess!
To make your marketing matter more, memorialize your Competitive Brand Positioning Strategy and reflect it in all your marketing mix elements and initiatives.
Peace and best wishes,