Image: Dave Walker, The Cartoon BlogThe brand positioning challenge
When naming, it’s tempting to create a well-defined, buttoned-down brand position. You may be rigidly specific down to the smallest detail. This positioning stance is often the outgrowth of a process in which competing client factions allow too many cooks in the kitchen. These “cooks” often dictate an overwhelming number of positioning “requirements” to satisfy each faction. This is a dangerous practice. It can lead to the creation of an empty set. Conflicting “rules” cancel each other out. They leave a hollow space where no possible name can exist. Here’s an example, exaggerated to make a point:
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