Positioning statement
Back in university Roland van der Vorst lectured about brands.
One tool has stayed with me for a very long time. The brand positioning statement.
For serious athletes,
Nike creates sports apparel
that is technologically advanced
delivers great performance
and makes you feel like a hero
Though simple, maybe too simple, this captures everything Nike stands for.
And this little sentence reminds me of all the elements of a good product/brand positioning:
- Target group
- Product category (so people can make sense of where to mentally place it)
- Unique functional characteristic
- Mix of functional (and ideally emotional) benefit
- Aspirational benefit
