220Positioning
This relates to how your brand differentiates itself from competitors, an idea expanded on by thought leaders like Jack Trout and Al Ries.
The statement
Your company/brand POSITIONING is helping you achieve your goals.
One statement per role slot, scored against the goal set in Step 2 on the Maturity Ladder, never 0. As a question: Is your company/brand positioning helping you achieve your goals?
The sub-questions
| Code | Sub-question | Statement |
|---|---|---|
| 221 | Definition | You have a well defined and clearly formulated brand positioning. |
| 222 | Relevance | Your brand positioning is very relevant in the company's current and future context. |
| 223 | Realistic | Your brand positioning is attainable taking into account resources and limitations. |
| 224 | Aligned (culture) | Your brand positioning is aligned with your company culture and capabilities. |
| 225 | Sustainability Sustainability Zoom | Every aspect of your positioning is in line with the concept of sustainability. |
Evidence profile, Mode 2: each sub-question is scored on the Maturity Ladder and the dimension takes their rounded mean (an exact .5 rounds down), which can be 0, Mixed. Sub-questions ending in 5 are the Sustainability Zoom: they enter the mean when sustainability is a strategic objective.
Its role in the nine postures
| Code | Archetype | Role | Target |
|---|---|---|---|
| A1 | Disruptive Newcomer | Fatal Brake (F) | ≥ +2 |
| A2 | Efficiency Machine | Not among its ten role slots | |
| A3 | Brand Evangelist | Not among its ten role slots | |
| A4 | Stagnant Leader | Not among its ten role slots | |
| A5 | Pivot Pioneer | Fatal Brake (F) | ≥ +2 |
| A6 | Value Harvester | Not among its ten role slots | |
| A7 | Scale-Up Guardian | Not among its ten role slots | |
| A8 | Niche Expert | Fatal Brake (F) | ≥ +2 |
| A9 | Category Creator | Not among its ten role slots |
The role comes from the posture, not from the dimension: 220 Positioning holds a role in 3 of the nine postures. A Growth Driver that is also a Vital 8 dimension carries one score, with the target of its Vital 8 role.