They use Satellite Global Positioning Systems, or GPS, just like the ones you and I use on our phones today. This is where the Big Idea begins to seem of value as the brand strategist peers into the equation and is compelled to generate a single significant communication that will drive home their newly identified niche and value proposition, a value proposition that will signal to their target audience, like a lighthouse beam signals a ship on its approach to a distant shore, drawing them out of the darkness. “Brand positioning” then ensues in an effort to find a niche that uniquely creates value relative, again, to the competition. This thinking tends to focus on a particular stratagem, characteristic, or attribute of the competition. When brand strategists think about brands, markets, and how they will conceptually win in relation to the competition, they enter into an inherent, yet oft overlooked, risk-the misperception that the long-term viability, and scalability, of their organization is based on what their competitors do. ![]() Published by ChangeThis - Issue 142-03, June 08, 2016 ![]() ![]() STOP Branding and START Activating (Part II of "A Manifesto for Thinking Small") Written by Craig Wilson.
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