Latest Book - The Indispensable Brand

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Brand Positioning

Move From Indistinguishable to Indispensable With a Differentiated Brand Strategy
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Overview:

What is Brand Positioning?

An indispensable brand is one that represents how the company wants to be perceived in the minds of its customers, prospects, and partners. And one that customers truly can’t live without.

This process begins by developing a meaningfully differentiated brand positioning strategy. Whether launching a new brand or refreshing an existing one, a brand positioning strategy should impact every facet of the business—not just marketing- and advertising-related activities, but also product development, service, support, and customer experience. It represents the heart and soul of the brand, ultimately serving as the guiding North Star for all activation efforts.

The Components of Effective

Market Brand Positioning

So, how do you create a meaningfully differentiated positioning strategy for an indispensable brand? There are four distinct ways—and questions to answer—that can help:

  • What is the primary benefit the brand is intending to deliver?
  • How can a unique process, ingredient or experience be leveraged?
  • Why does the brand exist—what’s its purpose or reason for being?
  • Who is the target audience, and what is the brand's personality?

Positioning Framework:

Point of Difference

Anchoring a brand's point of difference to achieve indispensability

Point of Difference
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Our Process

Questions
Addressed

  • What is our brand’s unique point of difference?
  • What utility or benefit does our brand offer stakeholders?
  • Why should customers purchase our brand versus competitive alternatives?

Typical
Challenges

  • It’s hard to identify meaningful “white space” within the brand’s category
  • The brand has negative perceptions and associations to overcome
  • The brand lacks meaningful proof points that substantiate its stated promise

Ensuring
Success

  • Utilizing both “inside-out” (internal) and “outside-in” (customer) perspectives
  • Developing brand positioning that’s aspirational, yet credible
  • Building a brand that engages multiple stakeholders, yet is not watered down
Get to Know More

Ready to Craft a Winning Brand Value Proposition?

Leverage This Strategic Framework to Get Started

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Brand Positioning Case Studies

Deciphering the Role of “The Trusted Advisor”

Deciphering the Role of “The Trusted Advisor”

New vs. Existing Brand: Identifying the Ideal Solution

New vs. Existing Brand: Identifying the Ideal Solution

Positioning a Brand through Attitudinal Segmentation

Positioning a Brand through Attitudinal Segmentation

Formulating the Brand Strategy for a Product Launch

Formulating the Brand Strategy for a Product Launch

Crafting a Brand-driven Customer Experience

Crafting a Brand-driven Customer Experience

Brand story: Defining a Common Thread to Unify

Brand story: Defining a Common Thread to Unify

Crafting a Brand Architecture for a Non-profit

Crafting a Brand Architecture for a Non-profit

Discovering the Upside of Intelligent Risk-taking

Discovering the Upside of Intelligent Risk-taking

Uncovering Unmet Needs to Enhance Brand Experience

Uncovering Unmet Needs to Enhance Brand Experience

Naming with the Right Balance of Form and Function

Naming with the Right Balance of Form and Function

Positioning a Premium Brand in a Commodity Category

Positioning a Premium Brand in a Commodity Category

Adding Clicks and Order to Bricks and Mortar

Adding Clicks and Order to Bricks and Mortar

Repositioning and Marketing an Investment Banking Firm

Repositioning and Marketing an Investment Banking Firm

Brand Positioning
Video Gallery

Inspire your brand strategy by uniquely positioning your brand for success in today's competitive market.

How to Articulate a Brand’s Promise to Multiple Stakeholders

How to Articulate a Brand’s Promise to Multiple Stakeholders

Learn how to articulate your brand’s promise in a way that resonates with all of its stakeholders—customers, employees, investors—so everyone who interacts with your brand feels like they are a part of the promise you’ve made to them.

Take a More Expansive View When Defining Your Target Audience

Take a More Expansive View When Defining Your Target Audience

Explore how to cast a wider net and attract more customers with effective tips for expanding your target audience.

The Most Important Elements of Successful Brand Positioning

The Most Important Elements of Successful Brand Positioning

Discover the key components of brand positioning and its critical role in executing a successful brand strategy.

Why Brand Positioning Plays Such a Critical Role in Marketing

Why Brand Positioning Plays Such a Critical Role in Marketing

Understand what brand positioning is, why it matters, and how you can go about creating a strong positioning for your business.

View Our Video Gallery

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