What this is
Category definition, proposition and the reason to believe, expressed in language a customer would actually repeat. This is the document the whole company inherits.
What you get
Where it sits
What you stand for, said in a way a customer can repeat.
Frequently asked
Eight to fourteen weeks to the position itself. Rollout across packaging, retail and channels runs six months or more.
Some form of it. Positioning built on internal assumption is how brands end up promoting benefits customers do not care about.
Usually not. Most positioning problems are language problems, and renaming is an expensive answer to a cheaper question.
Ask six people inside the company what the brand stands for. Six different answers means no amount of media spend will fix it, because every rupee amplifies the confusion.
How you define your category determines who you are benchmarked against. Challengers competing inside the leader's frame are judged on the leader's terms and usually lose on price.
The output is a document sales, hiring and agency partners all work from. Positioning that lives only in the founder's head decays within two quarters.
Also in Brand Strategy & Positioning
Start here