Building your brand on grandiose words, jargon, run-on sentences and a whole lot of B.S. creates unnecessary complexity and may hinder any effective marketing efforts.

Creating a clear and concise brand positioning statement at the start of any branding effort provides consumers, marketing professionals, sales people  and other stakeholders a consistent experience.

Unfortunately, this doesn’t always happen. According to Tom Fishburne, the Marketoonist, “the positioning statements of many brands spin out concentric circles of complexity. They may look substantial tacked to the wall or attached to a creative brief, but they frequently fall short in guiding actual decision-making.”

Learn how to test your positioning statement in Tom’s post, “How to define your brand positioning.”


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