The brand proposition is the rational or emotional benefits valued by the customer segment, gained from what you sell, how you do it or why you exist.
Customer value considerations
• The customer may not realise value until they see it e.g. Sony Walkman.
• If your product’s rational benefits are valuable and different enough you may not need to ladder up to emotional benefits.
• Maybe Mr Sinek is wrong and sometimes people don’t care why you exist, just how you do it or what it is you sell
An effective position is a brand proposition which is both valued by the customer segment and differentiated from the competitors.
A brand perception map can be used to identify a differentiating proposition relative to the competitor set.
A Brand idea is outwardly facing articulation of an effective brand positioning.
A great brand Idea will manifests itself right across the customer journey not just communications.