Purposeful Positioning – By Peter Vaughan
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In our weekly extract from EffectiveBrands book The Global Brand CEO, Peter Vaughan, Vice President of Global Brand Management, American Express, discusses the definition of purposeful positioning.
“To me, ‘purposeful positioning’ means that you understand the difference you’re going to make in a consumer’s life. I think it’s important that every single company has a role to play in making the world a better place to live in. The way a company does that needs to be consistent with the core values of the brand”.
Leading Marketers’ quotes – The Global Brand CEO, by the founders of EffectiveBrands Ref p88.
Posted: January 9th, 2012 | Author: sarah-folley | Filed under: Global Brand CEO | Tags: American Express, effectivebrands, Global Brand CEO, Peter Vaughan, Purposeful Positioning, The Marketing Society Blog | Leave a Comment »
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