The Fellows Fundamentals: Positioning - strategy not poetry

As part of the The Fellows Fundamentals series on the building blocks of modern marketing we take a look at brand positioning. 

Positioning defines a brand in the context of the market, the customer and the competition. It is a big chunk of strategic work that forms the foundations of the brand’s success and acts as a magnetic north for all decisions. As such, it needs to be built to last, rooted in truth yet with a twinkly eye to the future. To write a positioning for your brand, answer these questions:

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