If there’s one thing April Dunford wants you to know about positioning, it’s that positioning is not the same thing as messaging. And while we’re on the topic, please stop calling it brand positioning.

“My personal pet peeve is when people talk about brand positioning, which really bugs me because I think there’s positioning and there’s branding, but those things are actually really distinct.”

In this episode of The Marchitect, legendary positioning expert April Dunford explains why Mad Libs “fill in the blanks” positioning statements don’t work. And she gives us a better way to position products to win.