Brand Strategy - Why should I choose your brand instead of the competition?
"Why should I choose your brand instead of the competition?"
Not because they don't know their brand. Because they've never forced themselves to articulate it in one sentence. That's the real job of brand positioning. We built a 10-slide brand positioning book using Gray's Cookies as the teaching example. Here's what's inside: 1. Brand Positioning Framework — the full strategic architecture on one page 2. Brand Expression Framework — how positioning translates into packaging, copy, and assets 3. Consumer Profile — a real human being, not a demographic box 4. Positioning Statement — four elements, one sentence 5. Consumer Benefit Ladder — climbing from features → functional → emotional 6. Brand Idea — the central organizing thought that runs everything 7. Consumer Insights — the enemy, the tension, the human truth 8. Brand Idea Map — how your brand connects to consumers across every touchpoint 9. Brand Concept — the positioning brought to life in consumer language 10. Creative Brief — the hand-off that keeps your agency honest The 10 slides aren't just a deliverable. They're a discipline. And they're not 78 slides!!!! If you can't fill them in with confidence, your positioning isn't done yet. 👉 Read the full brand positioning guide at the link below — including 60 functional benefits, 40 emotional benefits, and 20 positioning statement examples across industries. https://lnkd.in/gY7MNehy P.S. Want to build this capability across your whole marketing team? Our Mini MBA walks you through the full process.https://lnkd.in/getpWDR P.P.S. Get the Beloved Brands book on Amazon.amazon.com/dp/B09RY3DNBP
Not because they don't know their brand. Because they've never forced themselves to articulate it in one sentence.
That's the real job of brand positioning.
We built a 10-slide brand positioning book using Gray's Cookies as the teaching example. Here's what's inside:
1. Brand Positioning Framework — the full strategic architecture on one page
2. Brand Expression Framework — how positioning translates into packaging, copy, and assets
3. Consumer Profile — a real human being, not a demographic box
4. Positioning Statement — four elements, one sentence
5. Consumer Benefit Ladder — climbing from features → functional → emotional
6. Brand Idea — the central organizing thought that runs everything
7. Consumer Insights — the enemy, the tension, the human truth
8. Brand Idea Map — how your brand connects to consumers across every touchpoint
9. Brand Concept — the positioning brought to life in consumer language
10. Creative Brief — the hand-off that keeps your agency honest
The 10 slides aren't just a deliverable.
They're a discipline.
And they're not 78 slides!!!!
If you can't fill them in with confidence, your positioning isn't done yet.
👉 Read the full brand positioning guide at the link below — including 60 functional benefits, 40 emotional benefits, and 20 positioning statement examples across industries.
https://lnkd.in/gY7MNehy
P.S. Want to build this capability across your whole marketing team? Our Mini MBA walks you through the full process. https://lnkd.in/getpWDR
P.P.S. Get the Beloved Brands book on Amazon. amazon.com/dp/B09RY3DNBP