I am a critic of cast-in-iron positioning and holier-than-bible brand manuals. I have seen brands make the most stupid mistakes on account of their obsession with a one-line mantra. Thankfully, the marketing community is attempting a rethink on positioning. Now the world is realising the virtue of being a karma chameleon. There is a beauty in being flexible. And as this DDB Yellow Paper by John Garment points out, the way forward is a brand narrative that sticks to a plot but adapts according to the media, channel and target audience. Read the article. Before it takes the form of a book :-)
Posted by Anantha.
Posted by Anantha.
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