Marketing Mistake #7: Confusing Brand Position, Brand Promise and Brand Message

June 1st, 2011 Written by

Challenger Brands know that a brand position is an expression of the value that their brand has in the mind of the consumer when compared to other brands. They further recognize that they must be able to voice what distinguishes them from their competitors – the more that distinctive quality is sought after, the stronger the position.

Challenger Brands also realize that the brand promise is at the heart of that brand position translating a customer need into a tangible reality. It is the visceral connection with your customer, offering a sense of aspirational fulfillment.

Finally, they are aware that a brand message is all about the audience and its connection to the brand’s position and promise. It becomes the vehicle that bonds all the brand components in a meaningful and compelling manner. Are you a Challenger Brand?

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