THE DISCIPLINE OF DIRECTION: OVERVIEW

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Most companies are familiar with positioning.

Positioning is the act of defining how a company, brand, product or offering is understood in the minds of others. It establishes what it is, how it is different and where it fits relative to alternatives.

It remains one of the most important ideas in marketing.

But in practice, positioning is often treated as a static concept. It is defined, documented and then handed to marketing to be expressed through messaging, campaigns and content.

At that point, positioning exists as a reference.

It shapes how something is described, but has limited influence on how it is developed.

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From Positioning To Direction

Positioning is typically developed and then handed to marketing to interpret and apply.

From that point, its impact depends on how it is translated into communication.

Different teams, partners and agencies may interpret it differently. Over time, that interpretation becomes the working version of the brand.

Direction changes that.

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>>>DOWNLOAD THE FULL STRATEGIC OVERVIEW

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