Brand Positioning · The positioning statement · Component
The version record
How the position has changed, and why — because a position that moves with each planning cycle never accumulates.
The deliverable
What it is
Positions are built by repetition over years. Each change resets part of that, which makes the frequency of change one of the more informative things about a brand.
The record also prevents circular revision, where a position is changed, changed back two years later, and nobody remembers that it was tried.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The versions
Each version of the position, with its dates.
3 attributes: Version · Held for · Statement
LearnThe cost
What the change cost in accumulated position.
3 attributes: Recognition lost · Direct cost · Transition period
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Record how long each version held. It is the clearest measure of whether the organisation can hold a position at all.
The other components in the positioning statement
The statement
The sentence itself, with its four parts — target, frame, difference and reason to believe — written for the organisation rather than the market.
LearnThe reason to believe
What makes the claim credible — the part usually missing, and the part that turns a position into something arguable.
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