Positioning Deconstructed

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

Co-founder and editor of AdPulp. 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. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


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