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Brand Postion – An Oxymoron

Brand Postion – An Oxymoron

The entire job of marketing is to put brand and position in harmony. Without that harmony, there is no “brand position” — and no customer preference, no customer loyalty. — Craig Sinard

Most often when I crate a marketing presentation, I begin by defining basic terms; and most often I being with brand and position. That’s because taken together, these two words are the foundation of all marketing.

☞ Brand: What you say you are.

☞ Position: What the prospect believes you are.

Every strategy, every slogan, every sale – deliberately or not – flows from, or accidentally creates, the brand. Discovery (by whatever means) by consumers and/or their ownership experience establish the position.

Some of the confusion about the differences between these two words comes from our friends in PR. After all, who wants to admit that they’ve screwed up their brand? It’s much more subtle to “blame the victim” and say “we’re re-positioning.” Re-positioning means “we’ve messed up our brand; we know it; we’ll re-brand (make adjustments) so we can change the brand experience so that our clients, consumers and prospects will believe us again.”

It’s all about harmony.

In my lifetime, there have been very few companies that could utter the words brand position believably. Volvo, once upon a time, meant “safest car built.” Clearly, as founders and original personnel move on, as the bean counters replace the leaders with vision, leading brands can suffer. And it makes for great dinner conversations … and horribly dysfunctional marketing departments.

More to come.

©Craig Sinard 2015. Quotations welcome with linked attribution.

From our sponsor:

Sinard Marketing creates strategies to put your brand and position in harmony. We also have deep experience in video production, web, design and experiential marketing. Headquartered in Minneapolis and St. Paul – one of the worlds most competitive markets – we work worldwide as marketing consultants, as a agency or contractors.

Contact craigs at sinard dot com or call six one two-338-7771.

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