Detailed definition
The positioning statement: "We are the brand offering [differentiation] in [category] for [target audience]." Example: "We are the easiest CRM to use for B2B SaaS companies." If the positioning is wrong, no amount of good advertising will build a lasting brand. For PAN: "Not a conventional agency, a growth partner." That is clear differentiation.
Examples
- Volvo = safety, Tesla = electric, Apple = premium design, PAN = growth partner.