When values have no value

For me, a tell-tale sign of bad positioning is this:

A list of ‘Brand Values’.

You see them all the time.

Words like:

⭕ Honesty
⭕ Integrity
⭕ Respect
⭕ Passion
⭕ Excellence
⭕ Innovation
⭕ Collaboration
⭕ Trust
⭕ Responsibility
⭕ Quality

Are these values important?

Of course.

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.

Like the post but fancy something a bit longer than 95 words?

Then try my weekly newsletter. Every Friday afternoon I’ll send you one practical positioning tip – so you can make your products easier to understand, easier to remember and easier to buy.

You only need your email to subscribe.

👇

“Interesting content, good ideas, and written in an engaging way.”

Once a week, straight to your inbox.

(You only need your email to subscribe)

Nice one! 👍 A confirmation mail is on it's way. Go check your inbox. 📩

Radically simple, high concept marketing.

Once a week. In your inbox.

You only need your email to subscribe.

Nice one! 👍 A confirmation mail is on it's way. Go check your inbox. 📩

Radically simple, high concept marketing.

Once a week. In your inbox.

You only need your email to subscribe.

Nice one! 👍 A confirmation mail is on it's way. Go check your inbox. 📩