MAKING POSITIONING MATTER

It's encouraging to see that more marketers are creating brand positioning strategy statements, at least for launch products. However, while we are encouraged by this activity we're discouraged to see that the strategies are not very meaningful. There are a number of missteps in the development of the positioning strategy. It's a pity to waste such a golden opportunity to capture, and drive achievement of, the full potential of the new entity. This article will cover the most common macro-missteps and suggest ways to avoid them.

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To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided both a pdf link and a handheld device link to allow for your preferred method of viewing.  Please note that depending upon the configuration of your particular computer, it may be necessary for you to copy and paste the address into your browser.

Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

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The DISPATCHES^TM for September 23, 2013 can be found here:
http://www.bdn-intl.com/MakingPositioningMatter.php

A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=476
 
It is also available in PDF here:
 http://www.bdn-intl.com/uploads/MakingPositioningMatter.pdf)