Here’s an immutable fact of marketing life:
People won’t invest time or effort trying to figure out what your brand stands for.
So, you have to make it easy for them.
By keeping things simple.
That’s why the marketing gods created positioning.
But how simple should your brand positioning be?
The answer to that is literally child’s play.
You’ll know the game as ‘Chinese Whispers’ if you’re British.
‘Telephone’ if you’re American.
And ‘Stille Post’ if you’re German.
Just line up a few people like you did in the school playground…
And get them to ‘pass on’ your positioning statement to the person next to them.
If it makes it to the end of the line intact, you’re in good shape.
Your brand positioning is likely to be clear and concise enough to cut through the clutter.
If you your carefully crafted words disappear quicker than a fart in fan factory…
It’s probably time to start over.