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AGILE Branding

AGILE Branding
37196361 - brand text, with creative drawing charts and graphs business success strategy plan idea, inspiration concept modern design template workflow layout, diagram, step up options, vector illustration

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.

Template

  • 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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