Differentiate or Die: When positioning expires

You’ve made the investment to develop a differentiated positioning strategy and a powerful, compelling story that rises above the noise and separates you from the pack.

But that was a year ago….and you’re now asking yourself:

How long should good positioning last?

What happens when a competitor copies our positioning?

Should we restart from scratch or evolve based on what is (or isn’t) working?

Also available in this series, Symptoms you have a positioning problem, Positioning vs. Branding: Clearing up the confusion, B2B Positioning, CEO or CMO agenda?, Is your positioning winning or losing?, Stop the geek speak, Setting the foundation for successful positioning, and B2B Positioning with and agency or in-house.