the end of positioning

Here's an excellent article on Brand Noise about the end of positioning. A quote from Larry Light, McDonald's chief global marketing officer, says it all: "Identifying one brand position, communicating it in a repetitive manner is old-fashioned, out of date, out of touch."

Hooray. Major brands are finally noticing - the old school rules don't work anymore. Consumers want products and brands (and the campaigns that sell them) crafted just to their needs. It's all about customization. Which seems to be a trend with my last few posts. Hmmm.

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