Brand Positioning- Not another Jedi mind trick!

The Axe Effect.

Gillette: The best a man can kind.

Old Spice- The mark of a man.

Nike- Just do it.

Brand positioning is the holy grail of marketing. A fortress built around the brand and in the mind of the consumer.

These promises of quality, affordability, availability are no longer sufficient.

The key questions here are therefore — has the brand identified the right consumer for whom the brand’s product is relevant? Is the benefit also unique? Is the product benefit consistently delivered over time?



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Venkatesh Rangachari

Venkatesh Rangachari

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