Are you the authentic brand in your category?

What are positioning statements, really?
January 16, 2012
What resolutions?
January 18, 2012

Are you the authentic brand in your category?

You probably created your brand with a preset notion in mind. Across time, you see your competitors doing well with certain criteria. And you set out to photocopy this set of criteria.

It’s your right to do that. You are the brand owner. Anytime you try to measure yourself against a preset notion of what you are trying to create with what someone else has drawn then you lose what is authentically you. Worst, you lose the opportunity to draw the perimeter of definition for someone else.

Are people coloring along the lines you have drawn?

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