3 incredible claims from DJs, MYER and WOOLWORTHS Positioning statements if authentic can contribute much in the branding of a business. I would argue however that an inauthentic statement of any kind will more often than not detract from the branding of a business’s by bringing into question the credibility of the claims made by […]

3 incredible claims from DJs, MYER and WOOLWORTHS Positioning statements if authentic can contribute much in the branding of a business. I would argue however that an inauthentic statement of any kind will more often than not detract from the branding of a business’s by bringing into question the credibility of the claims made by that business. Consider the following examples: David Jones – EXTRAORDINARY Woolworths – THE FRESHFOOD PEOPLE MYER – FIND WONDERFUL I quite like David Jones as a store, but it is anything but EXTRAORDINARY. Good – yes, but extraordinary – no. Indeed, I would argue that if you expect it to be extraordinary you will be very disappointed, particularly when it comes to speed of service. Woolworths may have once set the standard in FRESH FOOD, but I would argue that this is not the case today. Again, good – maybe, but setting the standard –…