CREATIVE POSITIONING - AND CHANGING THE CONVERSATION

Of course, the Brand Positioning is the quintessential strategic brand-building document. When developed to be competitive, it serves as the "blueprint" for the building of a winning brand. But, nowadays being strategic may not always be enough: more and more it seems that winning brand positionings are also inherently creative. This week we take a look at what Creative Positioning requires.

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The DISPATCHESTM for March 6, 2011 can be found here:

CREATIVE POSITIONING - AND CHANGING THE CONVERSATION

A printer / handheld friendly version can be found here:

CREATIVE POSITIONING - AND CHANGING THE CONVERSATION

It is also available in PDF here:

CreativePositioning-ChangingTheConversation.pdf (PDF File)