Positioning
Define brand positioning — statement, points of difference and competitive frame
How it works
- From any strategy, open Strategy → Positioning.
- Give it: Brief, Language, Brand, Category and 3 more.
- Set the options you want, then run it to get back written copy.
The copy is written back onto the page and kept on the notebook or strategy it was written in.
Where to find it
Any strategy → Strategy → Positioning
/strategy/{strategy}/strategy/positioning/
Playgrounds you have not picked are hidden from the navigation rather than taken away — add this one back from your playgrounds settings at any time.
You can also just ask for it in a chat: this playground needs nothing picked off your machine, so the assistant can run it for you.
What you give it
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Brief Text
The brief the work answers to.
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Language Text
The language to answer in. Defaults to the one you are working in.
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Brand Text Required
The brand the work is for. Its voice and guidelines are read in.
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Category Text
The market or sector the work sits in.
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Audience Text
Who the work is speaking to.
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Competitors Text
Who else is in the market.
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Differentiators Text
Yours to fill in.
What you can set
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Tier Choice
Which tier to work at.
aspirationalpremiumhigh luxuryultra-highDefaults to premium.
Related playgrounds
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Strategist
Think through positioning, audience and campaigns with a marketing strategist — drop in data and get the insight, in one thread
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Persona
Build a marketing audience persona and illustrate it with a street-style portrait
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Interview
Talk to a persona from the roster as if they were in the room — test an idea, a message, a visual or a price before it reaches real people.
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Briefing
The briefing before a client meeting — the account memory, what the brand did and what was said about it, the people in the room, the watch-outs and an agenda.
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Debrief
After a meeting or a workshop: the debrief from notes or a transcript — what was said, decided and owed — filed on the client's account memory.
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References
From a creative direction: who is doing this kind of work right now, the cultural and artistic references in the territory, and the opportunities — from live search and our own roster.
All playgrounds