this is a discussion document i used to walk my team through positioning. it explains why positioning is necessary, the key components of a positioning statement, and a quiz at the end to see how people leverage identity to position themselves differently

1. brand and brand identity

2. what is a brand?

3. it depends on whose perspective you look at it from

4. to CEOs,
CMOs, and
the likes, it
represents
a unique,
timeless,
idea

6. For the consumer, a brand is a set of
perceptions, associations, and the likes…

11. That creates a
inside the consumer

12. That ultimately
leads to some
expectation of
value

14. What is brand identity?

15. all of the pieces of the
puzzle that define the
uniqueness and value
of a brand

16. brand identity prism
-according to kapferer

17. Physique is “what it does” and
“what it looks like;” it’s the core
product features that make up
the brand and enable the brand
to add value

18. Personality is its character;
“what happens to this brand
when it becomes a person?”

19. Culture is “the set of
values feeding the
brand’s inspiration”

20. Relationship is the mode of conduct
that best identifies how the brand
interacts with its customers

21. Reflection is the image of
the buyer and should
“reflect” how the consumer
wishes to be seen when
they interact with the brand

22. Self-Image is
how the brand
makes the
buyer feel
when they
interact with it

23. brand identity prism
-according to kapferer

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twitter: @detavio