A strong brand should be a top priority for all organizations striving for success, and brand positioning is the one surefire way to build a strong brand. As a brand strategy consultant, clients often begin by asking me the question, “So how do I choose the right position for my brand?”
The term “artificial intelligence” undoubtedly evokes daunting images of robots replacing humans. In reality, however, the most successful use of AI is when machine-learning automation is combined with human directive to engage with customers more effectively.
A brand exists in its most elementary form, to provide a solution to a problem that exists in the marketplace. In agreeing to provide the solution, it is promising to make good on that agreement—offering a solution is a commitment to deliver a brand promise.