Do some of the world’s biggest brands lack…hold your breath…a POSITION?
Tom Asacker says they do in this post.
What if Tom’s right. And what does that mean for you?
Could it be…could it POSSIBLY be…that building a strong brand is about more than the simple and handy “positioning line”?
It is if you’re a client of mine.
As Tom asks:
In Interbrand’s 2004 ranking of their Top Global Brands by dollar value, some of the biggest gainers (all double digits) were Apple; Amazon; Samsung; Yahoo; Goldman Sachs; Caterpillar; Canon; and Motorola. For the life of me, I can’t describe any of these brands’ “position” relative to their competitors. I’m not kidding…
So would someone . . . anyone . . . please tell me what the “positions” of the eight aforementioned businesses are? Precisely what are the “sharpened, oversimplified messages” that they are communicating to their audiences? What “positions” do they “own” in the “minds of their prospects?” I’m not kidding. I really want to know.