Every so often it helps to go back
to school. Not literally, perhaps, but at least to stop and think about how
what we learned in grammar and high school applies and sometimes doesn't apply
so well in the real world of work. Take writing, for instance. Most of us have
been taught sound fundamentals about the basics of writing paragraphs and
documents so that we are well understood and that we get our proposals sold.
But, not all writing efforts are exactly the same. When it comes to one of the
most important writing assignments we have in brand-building today - writing
the Brand Positioning Strategy - some of what we learned in school isn't all
that helpful. That's our topic for this week.
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