PRINCIPLES OF POSITIONING NAVIGATION
We spend a good many weeks each year working with Brand Teams as they develop their brand positioning. And while many teams are looking for a stronger or more competitive brand positioning, virtually every team is looking for something even more fundamental: a consensus articulation of the current or desired-future brand positioning. We've found that the most effective, "best practices" way to help teams arrive at this fundamental need is through a process called "positioning navigation." This week we share some thoughts on how such a process operates - and can work for your Brand Team.
The DISPATCHESTM for May 9, 2010 can be found here:
PRINCIPLES OF POSITIONING NAVIGATION
A printer / handheld friendly version can be found here:
PRINCIPLES OF POSITIONING NAVIGATION
It is also available in PDF here:
posted by BDN International @ 3:36 PM
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