- My Introduction to Brand Positioning
- The Four Building Blocks of Brand Positioning
- The Competitive Frame of Reference
- Points of Difference
- Points of Parity
- Current Versus Aspirational Points of Parity and Points of Difference
- The Brand Mantra
- Key Principles Behind a Successful Ad-Free Brand Positioning Project
- The Four Phases of an Ad-Free Brand Positioning Project
- Basic Training Is Now Complete!
Basic Training Is Now Complete!
You should now understand the basic concepts and principles behind the ad-free brand positioning process. In the next chapter, we take a closer look at the research phase, covering all the required homework that will help you better position your brand.