AGILE Branding

AGILE Branding
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Great article on the architecture of a positioning statement using Harley Davidson as an example: Positioning statements and taglines: Crafting the foundation of your brand strategy.


  • What: The only [category]
  • How: that [differentiation characteristic]
  • Who: for [customer]
  • Where: in [geographic location]
  • Why: who [need state]
  • When: during [underlying trend]

Example – Harley Davidson used this to determine their positioning statement, which is:

  • The only motorcycle manufacturer
  • That makes big, loud motorcycles
  • For macho guys (and “macho wannabes”)
  • Mostly in the United States
  • Who want to join a gang of cowboys
  • In an era of decreasing personal freedom.

About Mike Richardson

Agility-Facilitator/Mentor/Coach; Agility-Author/Speaker; Agility-Board-Member/Chairman. All-round Agility Activist in everything I do, every day, everywhere, in every way. Provocative, Profound, Practical. At Eye-Level. With Love/Hate!

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