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February 10, 2005

Comments

Mikal

Great article. I've craft my a post detailing Qworky's challenge in separation between positioning, mission, and vision statements.
http://www.qworky.com/blog/2009/11/mission-vision-and-positioning-statements/

One of the challenge is there are very few agreed upon frameworks for defining positioning statements. For example try searching brand positioning on HBR you'll get many articles not so many clear defintions of how.

SUJAY

I am an MBA student need some knowledge on brand details as mentioned below -

brand image
celebrity branding
brand positioning
brand repositioning
brand promotion
brand liverage
brand fatigue
brand attitude
brand awareness
brand knowledge

Regards
Sujay

MAN

Gosh, I wonder if Honeywell divested a bunch of units in response to this? Not all businesses come in neat packages. Isn't the job of an ad genius to create one?

kapil

i want the detail information on the folling topics:-
brand image
celebrity branding
brand positioning
brand repositioning
brand promotion
brand liverage
brand fatigue
brand attitude
brand awareness
brand knowledge

suman

I am an MBA student from Nepal, doing a study on launching of Brand of food color in the market.i would be happy if someone guides me.

B.SRINIVAS

hello sir.im srinivas student of MBA.sir plz can u send wht is brief meaning and objectives of brand positioning.thanking you.srinivas

http://www.worldbusinessforsale.com/

There are plenty of resources to learn to make brand progress.
Often times the issue is that many small business owners are wearing too many hats;
We will be linking soon; we would be honored if we could be added to this business blogger. We are from the World Business for sale is the leading independent businesses for sale listing service http://www.worldbusinessforsale.com/

Branding Company

Great article and you're right on point. Just another company trying to be everything to everyone.

Rahul Dadwe

I am MBA student from India doing a dessertation on Brand postioning of Spices food can you please guide me

Mike Wagner

Sorry to hear stories of such branding torture; when will CNN break this? We start with abstracts like "what is value" and then end up with a grocery list of meaningless adjectives. I think this kind of brand positioning betrays the lack of a unified story that would inform both product development and organizational culture. Once you have a story that makes sense inside the organization you can begin to create brand disciplines that allow people to unite, set aside egos, and unleash creative energy. Armed with "the story" the message to the marketplace can be clarified and told without the torture of innocents like Bruce and Stephen.

Bruce DeBoer

Stephen - Sorry Man, I hate to hear a fellow worker tortured in such cruel fashion. I was through one mission statement creation for an small Advertising agency in Chicago that lasted for 10 hours if you added up the sum of all the meetings. Between the meetings a copywriter spend hours of his own time making mulitple variations of this 2 paragraph manifesto. UGH!

We can't be the only clear thinkers in the corporate world - how do these meetings continue? What would have happened if you stood up and said, "this is not getting us anywhere"?

-bruce

Stephen Macklin

I cannot tell you how I wish you had written this BEFORE I spent 7 hours of last Tuesday locked in a room with an entire marketing department, a couple of agency folks and a consultant trying to revise the "brand architecture" for one of our divisions.

After the hour long debate on the meaning of the word value I was figuring out my excuses for missing similar sessions for two other division on Wednesday and Thursday.

But in retrospect it is probably a good thing that I had nothing that in way resembled a sword!

jennifer rice

For a good example, here's google's Mission statement (versus brand position, but it's pretty much the same thing): "To organize the world's information and make it universally accessible and useful." All of Google's new products and services are in alignment with this mission. It's clear, simple and memorable. It works as a compass and a sword.

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