A wise man once told me (actually, it was the inventor of Designer Whey Protein) If you get the positioning right—your brand will succeed. If you get the positioning wrong—your brand is done for! Very wise, and very accurate. Positioning is a relative competitive comparison...in a given market as perceived by the target market. The last part of this simple marketing definition may be the most important—and the most overlooked. Positioning happens in the mind of the target. What they think, as opposed to what we think they think (or what we want them to think).

There are two other keys to brand positioning: it must be relevant to your target and the position must be ownable; i.e. no other brand has it nor can they copy it. In our workshop, we take your key personnel (management, sales, marketing et al) through a three hour session to identify a unique positioning your Brand can own in the minds of your target. Together, we use all of those diverse points-of-view to understand your Brand's unique positioning. We create a positioning statement right there in the room. Together. One everyone will stand behind. One that marketing will use as a litmus test every day. A fascinating by-product of this workshop process is that all your key people hear each others views about the brand. Additionally, the group, with us moderating, will uncover one word your Brand can own. Sound interesting?? Vital to your marketing plans and actions? Just call me to discuss the workshop further, or to schedule a time. Plus, as a Bonus, everyone buys-in to the result since they are all part of the process. Yikes! Why haven't you called already??