Advice, tips and inspiration to help you perform at your best
There are many different brand positioning models in the world of marketing. In the early days of my old agency Added Value, we created a tool called the ‘Bullseye’. I also remember developing a tool with Unilever which became the famous ‘Brand Key’.
Every brand owner and agency has their own version, which they claim to be unique or proprietary. Of course, it isn’t. In marketing, nothing is. The shape of the boxes might change as do the names, but essentially, it’s the same kind of thing. A positioning model.
One of my favourite Einstein quotes is
‘If I only had 60 minutes to save the world, I would spend 55 minutes thinking about the problem and 5 mins thinking about solutions’
We rarely do this. Often, we’re guilty of seeing a problem and immediately jumping to solutions.. Hans Rosling in his book ‘Factfulness’ calls this ‘The Urgency Instinct’. It’s our need to act quickly in the face of an imminent danger. As a consequence we often make bad decisions or follow the wrong course of action. In his experience, decisions are rarely ‘now or never’ and rarely ‘either / or’.
