I posted this thought a couple of months ago and got some good feedback. So I thought I'd bring it up again for those who hadn't seen it. Simple concept. Usually those are the ones that work...
I went to business school. And while there was a lot to like, charts and diagrams weren't among them. I still have difficulty grasping the point of overlapping circles, swooping arrows and connecting lines. All color-coded, of course.
So it is with trepidation that I roll out one of my own. But here it is:
The idea here is pretty simple. All companies (and individuals for that matter) should market themselves from their position of strength (POS -- business schools also love acronyms). Your POS is the place where the market reality -- demand, brand perception, distribution methods, competitive threats, marketing resources, etc. -- overlaps with your company's vision -- what IT WANTS to be.
Within your POS you'll find authenticity, focus, passion and more. It will also point you to an "own-able idea" (also known as your positioning or unique selling proposition).
For underdog brands, everything flows from this "own-able idea."