Brand Positioning and Brand Betting

I’m wondering whether a better word than “positioning” in the strategy world is instead, “betting.” Why? It’s because you’re going to always be covering a broad surface with your brand of items like:

• partnerships
• press
• thought leadership
• community engagement
• events/programs
• marketing & advertising
• websites and social media
• brand identity

Note I’m taking these notes while attending an incredible session by La Placa Cohen.

Key questions to ask with regards to your desired, owned audiences:

• Purpose — how is that central purpose articulated
• Unity — how is it clear, distinct, and cohesively identified
• Relevance — how are we fostering long-lasting relevance

Purpose sits at the core of this all … maybe? Let’s go searching for diagrams out there …