C.O.E. + P-O-D = A WINNING POSITIONING FORMULA

How many benefits are there in your current Brand Positioning Statement? (You do have a Brand Positioning Statement, right?) Chances are there is more than one benefit in that BPS - because today more than ever it is hard for a brand to win - as in be seen as a preferred choice - with only one benefit. The trick is figuring out which benefits and how many to go with. Naturally, you would like to have any and all benefits in your brand's positioning to be meaningful to your customers/consumers and to be differentiated. But even this is a tall order for many brands in highly competitive product categories and drug or device classes. So, this week we offer a "formula" for positioning benefit that just might work for you; at least it sure has worked for a number of other brands. Take a look!

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The DISPATCHESTM for September 7, 2008 can be found here:

C.O.E. + P-O-D = A WINNING POSITIONING FORMULA

It is also available in PDF here:

COE+POD=AWinningPositioningFormula.pdf (PDF File)