Positioning Deconstructed

vandy.jpg
Jackie Huba opens her latest blog post with a provocative declaration.

Positioning is a marketing facade that paints a picture idealized by the marketer, not necessarily the customer.

She then points to OwenBloggers.com, a group of MBA students and alumni from Vanderbilt’s Owen Graduate School of Management who provide a view of the Owen brand not available from the school itself.
The Owen bloggers are brand advocates and they’re brand builders. They help market the Owen product, but I think there’s an even deeper value to the brand. The volunteers can help inform the marketing pros, who can then apply key learnings to improve the quality of their professionally-generated marketing materials.

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About David Burn

Native Nebraskan in the Pacific Northwest. Brand builder at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Believer in Gossage, Bernbach and Clow. Doer of the things written about herein.

  • http://multicultclassics.blogspot.com HighJive

    not sure we need branding advice from a group whose logo features a phallic acorn.