This is LawrenceMcGlown's Typepad Profile.
Join Typepad and start following LawrenceMcGlown's activity
Join Now!
Already a member? Sign In
Recent Activity
Great article. I would like to offer perspective on a couple of underlying inferences in the outlined approach. 1) Every brand owns 'a' singular position -- this is more a desire of marketers than a marketplace reality. Brands maintain different relationships with different people. As such, positioning should be treated as more of a sliding scale than an absolute. Taking this approach yields a strategy that ladders the range of opinions inside and outside of the managing organization to a compelling destination. 2) A brand can be positioned by simply aligning marketing efforts with identified white space -- this is somewhat true. However, there exist challenges that extend beyond the development of a strategic plan. Influencing collaboration among working adults is not easy, but required in order to achieve the intentions of a plan. Marketers can influence more genuine support by assessing and developing strategies to influence enterpise-wide adoption of their positioning strategies. In summary, the process of positioning extends beyond a communication strategy. Positioning should help employees create windows of meaning customers will open, personalize and tell others they too should do the same. Cheers, Lawrence
LawrenceMcGlown is now following The Typepad Team
Feb 12, 2010