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Once in awhile, I wax poetic and unfairly find the common threads with life’s raison d’être and a brand’s raison d’etre - this is one of those times.  

I currently find myself amidst a brand positioning assignment conducting the customary executive workshop, competitive research and messaging analysis. While I believe highlighting strengths and finding a market opportunity are key to crafting a sustainable positioning, I feel more strongly about the need for true brand heart - regardless of B2B or B2C environments.

The ever evolving USP has almost become the Unbelievable Selling Proposition. Consumers or customers are skeptical of claims and need Presidential substantiation to be convinced of it. But, heart and passion are undeniable and inspiring.

To find this guiding light, your research also has to be extra-ordinary.  Nielsen articulated this well on Monday.

While surveys provide a sense of size or magnitude but are not ideal for capturing passion or intensity. - The Nielson Company, April 6, 2009