More than just marketing hype, your brand position statement is about creating an impression of your company in the mind of your prospective customer.  It is the basis on which all your other marketing should be built. 

A positioning statement contains the following elements:

This week we kick around examples of good and bad position statements.

Word of mouth has always been a powerful way to build your business.  Even in the age of the internet it still is. The difference?  The words are now being shared on line on referral sites like Yelp and Google+.  

Build a brand by not talking about your product? Done well, that strategy is not as crazy as it sounds, especially if you are trying to appeal to the Millennial generation. Chipotle has done just that by focusing their advertising, not on the product, but on their commitment to sustainable farming and more healthy natural foods.