How to Innovate in Marketing (Collection), 2/e

43. Positioning Strategy

The value proposition, positioning statement, and brand identity are three elements at the heart of your marketing plan. Everything you have learned about brand differentiation must now be expressed creatively in your marketing communication programs through these three elements. As Lynn Upshaw, author of Building Brand Identity, states so eloquently, positioning sets the direction for all further marketing activity:

“A brand’s positioning is the compass of its identity, pointing it toward the place where it can leverage the most power in the category in which it competes, and establish the most powerful leverage within the lives of its potential users. How a brand is recognized in the marketplace is based largely on ...