Interesting read. I'd be curious to see examples of companies that change their positioning every 5 years, vs those that are able to nail a long-term position.
Your example of "Enjoy the silence" sounds more like a tagline than a positioning statement.
This is so easy to also get confused with Mission statements.
I was thinking "Organizing the world's information" was Google's positioning statement, but that's their mission statement.
Other articles get this confused as well [1]. From what I understand, the positioning statement should be more of a "for [customer] we [do the thing] so they can [be the person]"
Thanks for reading! And good idea - will see if I can add a few examples to the article. And you're right - it is very much like a tagline.
I worked at agencies that preferred the catchy tagline approach even for strategy statements (arguing they work better as jumping off points for creatives) as well as places that had more of a strategy structure - yours is a really good and classic template. Another popular one is the "get-to-by" structure, credited to the BBDO agency.
A lot of brands use mission/vision/brand idea/positioning/tagline statements interchangeably, for better or worse - there are no rules in strategy though so you kind of just have to go with what works best for your company.
Your example of "Enjoy the silence" sounds more like a tagline than a positioning statement.
This is so easy to also get confused with Mission statements.
I was thinking "Organizing the world's information" was Google's positioning statement, but that's their mission statement.
Other articles get this confused as well [1]. From what I understand, the positioning statement should be more of a "for [customer] we [do the thing] so they can [be the person]"
https://brandstruck.co/blog-post/positioning-three-valuable-...