PAPER TIGER POSITIONING

We've all heard the expression, "It's not worth the paper it's printed on." Usually, when we hear this, it means that the paper in question has little or no value. But have you heard the expression, "It's nothing more than a paper tiger"? This one implies a similar notion of little value, but with a considerably different spin. The paper tiger wants to look like it has value, or more to the point, that it has strength. But, in reality, is has no teeth. This week we take a look at ways in which brand positioning statements end up as paper tigers.

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PaperTigerPositionings.pdf (PDF File)

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