arrow8 Comments
  1. Brant Kelsey
    Sep 04 - 10:48 am

    Here’s a test: Take your ad, remove your logo and put your competitor’s logo on it. Does it still work? If so you can rule out any kind of distinction or differentiation.

    Thanks for the article!

  2. hsavage
    Sep 04 - 12:17 pm

    That’s a really cool way of testing it Brant, never heard that before!

  3. Matteo
    Sep 04 - 8:12 pm

    Not completely convinced there’s a fundamental difference between Brand Positioning and Brand Differentiation. Differentiation is a stronger word, but then we’re just dealing with semantics.

    If the grievance is that brands are not positioning themselves apart from competitors enough (i.e. differentiating themselves enough), then sure; there’s always room to innovate and break free from the mould.

    But with positioning, you are essentially occupying a space in consumers’ hearts and minds based on a point of difference. Naturally, the more different your product or brand from others, the more you may position it.

  4. Mark Sampson
    Sep 05 - 1:14 pm

    Good idea and yes you are on the right track here.

  5. Lindani
    Oct 17 - 4:09 pm

    Thank you. Your article is a great foundation for debate. For me one of the ways In whIch difference/less of the sameness can be resolved by asking ourselves how we want people to feel after experiencing our comms & what triggers are we activating. That goes a long way in deciding how formulaic we are in our approach…as with all things evolution is slow & scary for some. As marketers we’re constantly trying to justify our existence and sometimes leads us to formula based brand solution that proves to the rest of the organisation that we’re not just the “colouring in” department!

  6. Ann Druce
    Feb 14 - 7:47 pm

    I fully agree with Matteo. In deciding on a brand positioning it is important to position it in a way that stands out from competitors. ie Differentiation.

    Of course it is possible to settle on a positioning that is the same as the rest of your market, but that’s simply poor marketing, lacking strategic insight and direction.

    Just writing up a document and filling something in under the title Brand Positioning doesn’t mean that your marketing strategy is relevant.

  7. [...] should be any difference between the values of the Employer Brand and that of the organisation’s Consumer Brand or Corporate Brand for that [...]

  8. [...] So the other day I get to go to this meeting where I’m required to present what SHIFT [our company] does to an audience-of-one-man – an expert in our industry on all matters relating to who does what, and how they position themselves. [...]

Leave a Reply

Mobile Theme