Question

Topic: Branding

Positioning Vs. Tag Lines

Posted by Anonymous on 10/14/2004 at 2:40 PM ET 250 Points
We're having trouble getting our CEO to buy off on our positioning statement. He can't separate the positioning statement from a tagline.

Any ideas on how we can get him to differentiate these two ideas?
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RESPONSES

  • Posted by SteveByrneMarketing on 10/14/2004 at 2:43 PM Accepted
    merrillnaise ,

    Why? Ideally your tagline is an effective quick way to convey your positioning statement.

    Best of luck,

    - Steve
  • Posted by williamarruda on 10/14/2004 at 2:52 PM Accepted
    Positioning is internal. It is how you see your company or offering relative to the competition. It is not usually brief or sexy.

    Your tag line, on the otherhand, is external. It is sexy, compelling to your target audience, differentiating from your competition and most importantly BRIEF.

    Hope that helps.

    Best.
    William

    What have you done for YOUR brand today?
  • Posted by SteveByrneMarketing on 10/14/2004 at 3:30 PM Accepted
    Link to positioning by the original authors:
    https://www.quickmba.com/marketing/ries-trout/positioning/

    hope it helps,

    - Steve
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