Positioning statement
A positioning statement summarises who a brand is for, what it offers and why it is relevant compared with other options
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It is a working tool for guiding business and communication decisions. It usually sets out the audience, the competitive frame, the differentiating benefit and the reasons that make it credible. It does not need to be published word for word as an advertising message.
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