Because with so many media channels, the typical brand needs different people with different skill sets at different agencies to create its communications program. Needless to say, they’ve all got to be on the same page, aiming at the same target, driving the same message. That’s never been easy. And without effective positioning to guide them, it’s now harder than ever.

OK, what exactly is effective positioning? There are different definitions, different formats, and different processes to help you get there--but at the end of the day, positioning is the couple of words you want popping into your customer’s head when they think about your brand. The best meet four criteria: they compel action, differentiate from competition, withstand attack, and are very brief. Brief enough to be easily remembered. Here are five terrific examples:

• Southwest Airlines: The no-frills, low-fare airline.
• Dan Brown: Writes novels that probe secret societies.
• Oil of Olay: Keeps a women’s skin young and beautiful.
• Flomax: Relieves symptoms of enlarged prostate in one week.
• Navy Seals: Elite teams that conduct dangerous, clandestine missions.

Back to Twitter versus positioning. They’re obviously not in competition, but if Twitter is in your plan, make sure the guy writing the tweets has your positioning taped to the back of his Blackberry. And make sure it’s short enough to fit.

My next post will be on how to get the positioning from the positioning statement.