The positioning and branding session were put into the class because I find these two of the most misunderstood and misused concepts among marketers in general, and social marketers specifically. Take homes: Brands are not slogans and logos. Positioning is a process of differentiation from the competition.
Trust creation is a fundamental goal of brand design.
Branding is actually a psychological concept!
“It takes a village to build a brand.”
“Brand happens while we are doing something else.”
Positioning is not about communicating, it’s about selecting information and data.
The most important thing is to select the correct information to segment the audience and separate you from the competition.
Positioning – how the person on the other end receives the information. We’re not in the communication business, but the selection business. What are we selecting to convey to our audience to position ourselves.
Social Marketing: “Selection Business!” (makes a lot of sense now).