The Positioning Statement: Why To Have One Before You Start Communicating [Archive.org URL]

One of the most profound statements made on the subject of positioning comes from Louis Carroll’s Alice In Wonderland. When Alice asks the Cheshire Cat which path to take, he responds, “if you don’t care where you’re going, it doesn’t make a difference which path you take.”
So it is with too many company’s marketing communications programs. Without direction or focus, a business or organization often acts like a multi-headed creature – speaking from many mouths, saying nothing and going nowhere.

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