Do you know the best way to come up with a positioning statement?
Get groups of average people in a room and observe how they communicate with each other about a specific product, service, or brand. Once you find common themes that describe value in down-to-earth terms, you can boil the information down into a short statement.
That’s how The Richards Group came up with The Salvation Army’s new “DOING THE MOST GOOD” campaign that helped them increase their budget in a down economy and how H&R Block became a hit a few years back with the “I got people” campaign.
