90 Positioning
Too often, organizations see positioning as a linguistic exercise. But the perfectly worded positioning statement should not become a pursuit on par with the quest for the Holy Grail. Developing positioning and writing a mission statement are two different exercises. While spending time carefully crafting the appropriate mission statement is well worth doing, it should be done later.
Positioning—whether it’s for products or companies—is a strategic exercise. Useful models developed by the Harvard Business School, Kellogg School of Management, and other credible sources are readily available. These simple templates demystify the strategic positioning exercise.
Positioning is all about making tough choices. Being all things to all ...
Get Brand Identity Essentials now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
