A positioning statement is a crisp, comprehensive way to guide someone on how to think about your company. It defines and frames your brand, making it the central organizing structure of your ...

Creating a brand positioning statement is only the beginning. The real challenge lies in testing and gathering feedback on whether the positioning strategy is living up to what is expected.

Once you’ve identified your target audience and defined your brand, you can develop your positioning statement. This short, concise statement communicates what your brand is and why it’s ...

Amazon’s positioning statement form 2001, when the company mostly sold books, is an often-cited example of an effective positioning statement: “ For World Wide Web users who enjoy books ...

5. A Lack of Insight and Lack of an 'Idea' in Your Brand-Positioning Statement Good brand-positioning statements capture an idea that is either based on a unique insight or that resolves an inherent ...

Your positioning statement should be specific to what sets you apart from the competition for your core stakeholder groups. Don’t try to appease everyone.

But too often this definition leads marketers to an overly simplistic, singularly focused, museum-piece of a brand positioning statement. This is likely due to the fact that when Kotler first ...

Amazon’s positioning statement form 2001, when the company mostly sold books, is an often-cited example of an effective positioning statement: “ For World Wide Web users who enjoy books ...