Since this post is launching just days before October 31st, I thought it would be great to embrace the spirit of the season by looking at four sinister demons that can suck the life out of a brand.
1. Unleashing psychotic shape-shifting positioning
Changing your strategy week to week is a sure way to send your brand to an early grave. Before you make a move with your brand, it’s imperative that you get the positioning right. Thoughtful positioning ensures that you have thoroughly considered where your brand sits in the world and why it is valuable to those you hope to serve. That gives you a strong foundation, upon which you can confidently build your brand communications — both today and in the future. For more on creating your positioning, check out A Great Brand Starts With Great Positioning.
2. Spewing a mind-numbing feature fog
It is scary how many brands talk more about themselves than they do about those they hope to serve. They assail us with their features. They inundate us with messages filled with “We are…”, “We believe in…”, and “We have…” It’s all about them. And very little about the things that are most motivating to us. Things like the challenge or opportunity we are trying to address. Or more powerfully, our aspirations. Take a look at what your…
