ralph at dimp.com
Mon, 22 Sep 2003 09:37:43 -0500
> I was simply contrasting browse and devour
I think you're on to something with that. I have a suggestion that
works that angle, and a few others.
However, imo, getting in to that (a slogan) given what has gone
before (nothing on market position) is putting the cart before
Aium (that's "as I understand marketing", not my new personalized
chant), market position determines branding/product names/slogans.
Thus, imo, we should discuss the former before the latter.
Bart has tentatively agreed to the following definitions:
Position is the singular conceptual space that one tries to have
a thing occupy in people's minds, to the absolute exclusion of
competing things, now and for the foreseeable future.
Brand is the collection of communicative artifacts that serve
as both a concrete identity, and to evoke and/or reinforce a
set of brand values.
Brand values should reinforce, or at least not be inconsistent
with, market position.
The primary way in which one establishes a market position is
by being (or sufficiently credibly claiming to be) the first
to do well whatever it is one claims to do.