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.