THE POSITIONING "A" TEAM

We spend so much of our limited thinking time these days on the what of our brand-building efforts, the content of our Brand Positioning Statements, if you will. Our aim is always the same: to find a more clever strategy or more creative idea that will help our brand achieve some legitimate differentiation. But have you ever stopped to carefully consider the who of your brand-building efforts? You know, the talents of the total team working with you. Large companies take it for granted that the people they hire are top-notch, and many are. But not every team member is equally gifted at all aspects of Brand Positioning development. This week we invite you to reconsider the strength of each of your team "positions" -- especially against the task of crafting a differentiated Brand Positioning.

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The DISPATCHES^TM for February 10, 2008 can be found here:

THE POSITIONING \'A\' TEAM

It is also available in PDF here:

thepositioning_a_team.pdf (PDF File)