I love my job, of catalyzing the magical process by which companies and brands uncover their identity and arrive at a relevant, inspiring and competitive positioning in their marketplace. Of helping them truly understand their distinctive power and capturing it in a compelling credo. Finding the difference that makes the difference.
But all too often that’s where it stops
The positioning never comes alive in forms that interact with real people in the real world. Carefully constructed presentations and beautifully written brand manifestos frequently end up in the power point graveyard.
The point is, positioning has a purpose!
It should act as a springboard for meaningful communication and engagement – both externally and internally. From creating platforms that drive reach, WOM and interaction, to driving product development, events, sponsorships and even stunts. And internally, the positioning can serve to connect and involve everyone. Memorable experiences will embed values, new channels will enable ideas and developments to be shared. Behavior and culture will be transformed.
A guiding principle
It applies to companies and brands across all industries, both btb and btc. Whether you are a network of independent supply chain specialist who work together on the basis of a ‘We all win’ covenant or a neighborhood supermarket chain that ‘collects good food, for you’.
Embrace Positioning with a Purpose
Together with my broad partner-network of specialists, I invite you to embrace Positioning with a Purpose. Focus on adopting a relevant and compelling positioning, with the power to trigger internal initiatives and marketing activities that will help define and steer your organization. And let it inspire meaningful strategies for your company or brand.
Keen to share your experiences and questions? Or explore ideas for your company or brand? Please let us know!
Positioning specialist Franci Wessels of MacMoon
Tel: 06 19 42 79 53
Writer/creative Fraser Bailey
Email Fraser: email@example.com
Tel: 06 41 74 82 09