Canadian Marketing Blog

Why All the Confusion?

Brand bylines, positioning lines, promotional themes, and symbols are often used interchangeably but in fact, they are quite different.

Brand bylines are simply a description: Maytag Appliances or Ace Hardware.
Positioning lines are much more. They are an attempt to seek out a specific customer with specific appeal: Sears “Good Life at a Great Price.”
Promotional themes are used to support a promotion or seasonal event: The Brick’s Midnight Madness Sale.
Symbols are an effective way to support your Brand: the lonesome Maytag repairman, Michelin man, Nike swoosh, Energizer bunny.

Understand these Brand tools and use them effectively to support your Brand.

Short. Sharp. To the point.
You've said alot in a manner that's easy to remember. Most helpful.

Good on you!