I came across a brand position tool today called Positioning Roulette. It’s a lovely (sometimes I like to sound British) business idea by a couple of commercially minded planners Ulli Appelbaum and Vincent Schmidlin. Designed to make brand discovery easier. it comprises 29 questions, many with multiple parts, that when answered will give the strategy runner enough information to make smart brand strategy decisions. And ultimately lead one to the strategy itself.
I love this thinking. Positioning Roulette is complex, a bit like DNA mapping, and will certainly provide enough grist to build a brand idea. And even more fun, especially for DIYers, they’ve productized the idea into flashcards which you can buy on the web.
I’m not sure I’d use the word roulette in the name as it feels very game-of-chancey, but let’s not fuss. Frankly, that’s the point of this post. It is game of chance. With 29 brand related outputs, how do you build the idea? Ahhh, that’s why you need the experts. It’s the cull-through or what I call the boil-down that’s the hard work. This tool or tool kit will make that very obvious to those in need of brand strategy help. Don’t try this at home. Brilliant execution. Smart men.