For me, a tell-tale sign of bad positioning is this:
A list of ‘Brand Values’.
You see them all the time.
Are these values important?
Just not for positioning.
Think about it.
Do customers want you to act without integrity?
Do they want you to show them no respect?
Do they want you to be dishonest in your dealings with them?
Such values aren’t points of difference.
They’re table stakes.
When it comes to positioning, don’t waste your time with them.