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

4. Designing Brand Positioning

Now that you’ve survived the research phase, some of the most grueling work of the positioning process is behind you. The research part of positioning is very much like panning for gold. You usually have to shake a lot of pans full of rocks to uncover a few nuggets that make it all worthwhile.

But once you have the raw materials, you can start designing beautiful things with them. If the research phase is like panning for gold, the positioning phase is where the jewelry is made, where we use the gold we’ve found to design effective brand positioning.

Three Approaches to Designing Brand Positioning

In the last chapter, I provided examples of how three very different brands might approach their research homework. ...