{"id":9754,"date":"2022-05-28T05:09:13","date_gmt":"2022-05-27T23:39:13","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=9754"},"modified":"2022-05-28T05:09:13","modified_gmt":"2022-05-27T23:39:13","slug":"brand-positioning-part-1","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/marketing-101\/brand-positioning-part-1\/","title":{"rendered":"Brand positioning \u2013 Part I"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9754\" class=\"elementor elementor-9754\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cb21d94 elementor-widget elementor-widget-text-editor\" data-id=\"cb21d94\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>This is part 1 of a two part series. To read the second part, <a href=\"https:\/\/winnerbrands.in\/marketing-101\/brand-positioning-part-2\/\" target=\"_blank\" rel=\"noopener\">click here<\/a>.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-80a3d32 elementor-widget elementor-widget-heading\" data-id=\"80a3d32\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">What is Brand Positioning?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cf1ad46 elementor-widget elementor-widget-text-editor\" data-id=\"cf1ad46\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In their 2001 classic, \u201cPositioning: The Battle for Your Mind\u201d, Al Ries and Jack Trout defined Positioning as &#8220;an organized system for finding a window in the consumers\u2019 mind\u201d. This definition states 2 very important facts about the concept of positioning.<\/p><p>First, brand positioning is all about occupying a clear mind-space, an equity if you will, in the minds of your potential consumers. It\u2019s the singular attribute that you want your consumers to remember about your brand, despite all the marketing noise around her. When nurtured well, with the right communication and through-the-line action, positioning becomes a recommendation hook and key differentiator for the brand.<\/p><p>Second, arriving at brand positioning requires an \u201corganized system\u201d. This means that deriving brand positioning is a mix of art and science. Positioning is not a campaign idea or a brand tagline; instead it\u2019s a strategy that guides all brand communication as well as action. Indeed, crafting brand positioning requires a thorough understanding of category, consumer and competitive context- followed by a deep appreciation of the brand\u2019s own strengths.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b856995 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"b856995\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8676502 elementor-widget elementor-widget-heading\" data-id=\"8676502\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Traits of a good positioning<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-70a8c35 elementor-widget elementor-widget-text-editor\" data-id=\"70a8c35\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>For brand custodians living in the brand\u2019s world day in and day out, it\u2019s only human to develop a confirmation bias and start assuming that the brand \u2018owns\u2019 certain attributes, whereas the reality may be different.<\/p><p>Remember, positioning should exist in the consumers\u2019 and not the marketers\u2019 mind!<\/p><p>A good brand positioning should in fact meet 3 clear criteria:<\/p><p><strong>Relevance<\/strong>: first and foremost, is the attribute or benefit the brand is trying to own relevant to the category?<\/p><p><strong>Resonance<\/strong>: secondly, does the positioning attribute that the brand is trying to own resonate deeply with consumer needs?<\/p><p><strong>Recognition<\/strong>: finally, is the positioning attribute unique to the brand and does it really differentiate it from incumbents in the category?<\/p><p>These 3-Rs can serve as quick filters to judge if the brand team has really arrived at a positioning that can give the brand the desired edge.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef6cfa1 elementor-widget elementor-widget-image\" data-id=\"ef6cfa1\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"805\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/rrr-positioning-1-1.png\" class=\"attachment-full size-full wp-image-9756\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/rrr-positioning-1-1.png 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/rrr-positioning-1-1-300x201.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/rrr-positioning-1-1-1080x725.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/rrr-positioning-1-1-768x515.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5d06a2c elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"5d06a2c\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e87e860 elementor-widget elementor-widget-text-editor\" data-id=\"e87e860\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>To show these principles in action, let\u2019s consider the case of Maggi, whose \u201c2-Minute noodles\u201d attribute has withstood the test of time.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-188fb59 elementor-widget elementor-widget-heading\" data-id=\"188fb59\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Maggi- the case of an enduring Brand Positioning<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-84c117f elementor-widget elementor-widget-text-editor\" data-id=\"84c117f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Maggi launched in India in 1982. Nestle faced an uphill task of establishing a new category. The texture and nature of the product was alien to Indian palates. In this scenario, the biggest challenge before Maggi was to establish its relevance by positioning it correctly.<br \/><br \/>At the time of its launch Maggi could have explored several positioning spaces- given the product novelty (vs. traditional Indian snacks), it could have positioned itself as an exotic, exciting food option, or else it could have considered owning the space of a \u2018wholesome snack\u2019- after all with a little tweak it could become an interesting way to make kids eat vegetables.<br \/><br \/>However, the brand team found that snacking occasions, when kids came home after school or play, offered an interesting opportunity to uniquely position the brand.<br \/><br \/>On these occasions most moms struggled with time to cook snacks for their kids. Kids weren\u2019t ready to wait and mothers were hesitant to offer them packaged\/ready-made food.<br \/><br \/>A quick solution that also gave mothers the satisfaction of cooking could solve this. Maggi fitted the bill perfectly.<br \/><br \/>The positioning of the product was therefore decided as a hot, freshly cooked snack that would become a mother&#8217;s answer to the emotive call of her kid: \u201cmummy bhookh lagi hai! &#8221; The 2-minute attribute, emphasized since its launch communication, has become a short and memorable hook for the brand\u2019s positioning in the consumers\u2019 mind.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cdece67 elementor-widget elementor-widget-image\" data-id=\"cdece67\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"595\" height=\"593\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/rrr-positioning-2-1.png\" class=\"attachment-full size-full wp-image-9757\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/rrr-positioning-2-1.png 595w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/rrr-positioning-2-1-300x300.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/05\/rrr-positioning-2-1-150x150.png 150w\" sizes=\"(max-width: 595px) 100vw, 595px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-01a9c91 elementor-widget elementor-widget-text-editor\" data-id=\"01a9c91\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Coming back to our 3-Rs of positioning- this attribute is of course \u201cRelevant\u201d because when it comes to satiating hunger, especially those of kids, time is of the essence.<br \/><br \/>The attribute is extremely \u201cResonant\u201d because not being able to quickly meet the kid\u2019s call for hunger could have negative emotional repercussions for both mother and kid. <br \/><br \/>The ability to offer a hot and freshly cooked snack within 2 minutes was nothing short of revolutionary. No wonder, this attribute was seen as distinctly unique and helped the brand instantly differentiate and build \u201cRecognition.\u201d <br \/><br \/>In fact, the 2-minute positioning of Maggi has been one of the most enduring ones.<\/p><p>However, with the rapidly changing consumer context, the paradigms of positioning are also changing.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5fc09f7 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"5fc09f7\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ee16a4b elementor-widget elementor-widget-heading\" data-id=\"ee16a4b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Positioning in today\u2019s context- some challenges and opportunities<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f3bd44b elementor-widget elementor-widget-text-editor\" data-id=\"f3bd44b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>When it comes to positioning a brand, the new-age consumer context is both challenging and exciting, giving rise to new brand positioning trends.\u00a0<\/p><p>First, today&#8217;s digital native consumers are incredibly information hungry and search has therefore become an intuitive behaviour. It is becoming increasingly difficult for brands to own a sharp positioning through raw media power alone. Powered by tech, consumers can and will look into the backend of brands. Ratings, reviews and influencer opinions have become default means for verifying brand claims across categories.<\/p><p>In addition, the competitive clutter is at an all-time-high, consumers have an option to \u201cskip\u201d ads, there is reduced attention span, and a high tendency to multitask.<\/p><p>In such a scenario building a \u201cwindow in your consumer\u2019s mind\u201d (as Al Ries and Jack Trout would want us to) might sound an arduous and next-to-impossible task. Some might even consider it redundant as consumers would anyway do their research and form their own perceptions about brands.<\/p><p>However, the current consumer context also presents some great opportunities as far as positioning a brand is concerned.<\/p><p>For example, a high propensity to search means that brands have more opportunity to not just showcase their world but also engage, entertain and educate their consumers. In this process, even new and upcoming brands can create passionate evangelists- something that was almost inconceivable a decade ago.<\/p><p>Further, given the information glut and choice overload, consumers today are deliberately looking out for easy hooks for decision making and a well-crafted positioning can be a potent hook that a brand can give.<\/p><p>Hence, brand positioning today is more relevant than ever but owning it is no longer merely about something you say or communicate, rather it is something that you do and demonstrate.<\/p><p>Brands, both big and small, are expected to walk the talk.<\/p><p>Many new-age brands have smartly leveraged these consumer trends to craft a compelling positioning for themselves and have been rewarded with amazing word of mouth and an enviable consumer stickiness.<\/p><p>But more about that in our next issue!<\/p><p>Meanwhile do listen to our podcast with Manu Prasad, the CMO of Scripbox, on how traditional brand building playbook is changing: <span style=\"text-decoration: underline;\"><a href=\"https:\/\/open.spotify.com\/episode\/4ScGupyFcfioLctrsuU0B0?si=KOfpnkyvRMaVzt96DNvCOg\" target=\"_blank\" rel=\"noopener\">Click here<\/a><\/span>.<\/p><p>If you haven\u2019t yet subscribed to FreeFlowing, our weekly newsletter on all things marketing, do click on the subscribe button so you can read the second part of this post the moment we publish it.<\/p><p>Keep the conversation flowing by writing to us at <a href=\"mailto:freeflowing@winnerbrands.in\" target=\"_blank\" rel=\"noopener\">freeflowing@winnerbrands.in<\/a>. We read all your mails.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>This is part 1 of a two part series. To read the second part, click here. What is Brand Positioning? In their 2001 classic, \u201cPositioning: The Battle for Your Mind\u201d, Al Ries and Jack Trout defined Positioning as &#8220;an organized system for finding a window in the consumers\u2019 mind\u201d. This definition states 2 very important [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":9762,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brand positioning \u2013 Part I - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"Positioning is all about occupying a clear mind-space in the minds of your potential consumers. Check if your brand positioning meets our 3R filter.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winnerbrands.in\/marketing-101\/brand-positioning-part-1\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand positioning \u2013 Part I - WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"og:description\" content=\"Positioning is all about occupying a clear mind-space in the minds of your potential consumers. 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