I’m lucky enough to have the opportunity to spend much of my time these days doing something I love—helping clients position and manage their brands. My experience helping build the Red Hat brand over ten years had a profound impact on the approach I take to brand positioning.
In the past year, as I’ve applied open source principles I learned at Red Hat to brand positioning projects in many different types of organizations, I’ve started thinking a mashup of classic brand positioning concepts and tenets of the open source way might help provide some clues for how brands might be better managed in the future.
I’ve put my time where my mouth is, and am currently in the process of writing a book entitled The Ad-free Brand: Secrets to Successful Brand Positioning in a Digital World, which will be published this fall.
Rather than writing the book behind closed doors and only revealing the finished product, I thought I’d share some of my ideas with you along the way, taking a cue from the open source way and releasing early and often.
Today, I’d like to explore the traditional role of brand positioning, and share some ideas for how I believe it might change to remain relevant in a digital world.
Audience or Community?
Typical marketing experts would define positioning as the art of creating meaning for a brand that occupies a distinct, valued place in the minds of members of a target audience.
But is the idea of an audience for brand messages outdated? Certainly in the heyday of traditional advertising, brands had an audience. The brands spoke, consumers listened… or didn’t.