It’s funny isn’t it, your positioning statement says nothing about taking a position. If you think it does, let’s take a look. Go on, read it. Or pull it out from your computer or your brand book. Whatever that it’s recorded or written in.
So, what does it say?
A positioning takes a position in the consumer’s mind. The best way to take a position in the consumer’s mind is to take a position on the things your community is concerned about.
Positioning is about that locus in their hearts. Not a set of coordinates written in marketing speak on your piece of paper.
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