Establishing Ownable Positioning
An insightful young marketer participating in one of our Strategic Positioning & Ad College programs came up with this statement about brand positioning: "It is uniquely tied to your brand. If any other brand tried to use the same positioning it would be false." Inherent in this statement is the noble ideal of an ownable, competitive and enduring positioning. We refer to it as "Power Positioning".
The DISPATCHTM for November 25, 2007 can be found here: