Search “positioning statement” and you’ll find all manner of formats. The most common go more or less like this:

For (the specific target audience), (brand X) is the (competitive frame) that delivers (core benefit) because (reason to believe).

It’s a helpful discipline as it forces the marketer to distill their brand’s most compelling, most differentiating reasons-for-being down to one sentence, albeit a complex one. Let’s look at three real-world deconstructions:

Continue reading "Blog Post: How to get the positioning from the positioning statement" »

The trade press is loaded with stories about Twitter and the new social media, but rarely do we read anything on the subject of positioning. That’s because it’s an old subject; it’s not newsworthy.

But the fact is, the myriad ways to communicate today make positioning more important than ever. Why?

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It's the rare week that a media pundit doesn't sound the death knell for the 30-second TV commercial. But like last time, and the time before that, all we have here is an obituary. We can't seem to find the body. That's because TV advertising is arguably healthier than ever. But don't take my word for it: Let's review some reliable data from four reliable sources:

Continue reading "The demise of the TV commercial and the stubborn facts." »