Positioning Deconstructed

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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.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.