The Ad-Free Brand: Secrets to Building Successful Brands in a Digital World

3. Brand Positioning Research

Do you already have strong ideas about the future direction of your brand positioning? Awesome! But I’d encourage you to put aside your current ideas about the brand for now. By doing some research homework, you often can learn new and interesting data about your brand that will help you establish more authentic, compelling, and enduring brand positioning.

The Four Key Questions

What kind of research homework do you need to complete before you begin to position your brand? Your homework will help you move beyond your own thinking and deeply understand what people inside and outside the organization think about the brand today—and what they might like it to become tomorrow. It will help you better understand the ...