To work successfully with brand positioning, we have to first establish a definition of the concept that is adapted to today’s marketing environment.
Let’s make sure we understand what positioning is.
Today, decades after Ries and Trout published their pioneering book, you might reasonably expect a consensus definition of positioning would exist by now. Yet, despite the fact that it is widely acknowledged as one of the most important concepts in the entire business field, positioning remains extraordinarily hard to define, even for many experienced and highly successful marketers.
This duality was highlighted by Kalafatis, Tsogas, and Blankson who said that “a single, universally accepted definition [of positioning] ...
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