Whitepaper | Hugh Kennedy

The New Role of Positioning – Drive Change

Too often, corporate or product positioning is a war of attrition. So many viewpoints need to be considered that the end product reads like a Frankensteined version of a value proposition.

If your positioning feels like it’s selling your company short, it’s probably not aligned with the potential of your brand to be a change-maker in the market.

Truly powerful positioning today needs to play by a new set of rules – communicate what you’re fighting for on behalf of customers, and how you’re helping them make better buying decisions in the midst of constant change and commodification.

Read on to learn about four steps you can take to get to a position worth fighting for.

Brand for change

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