Positioning Brief Pocket Deck
Recall the core elements of a useful brand positioning brief.
Brief spine T-F-D-P What is the spine of a practical positioning brief? Four items before copy. Frame Which line gives a clearer frame of reference? The clearer frame makes the difference easier to understand. Stakeholder objection If we name the category, won't we sound less innovative? A leader wants abstract language to make the brand feel bigger. Your line Category language is the entry ticket. Innovation lands after buyers know what kind of problem we solve. Mistaking obscurity for strategic elevation. It explains why parity cues help the point of difference land. Proof What proof belongs in a positioning brief?…
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