Marketing Pathfinding, Inc.



	The term BrandStance was coined by Marketing Pathfinding. A BrandStance is akin to the Hollywood "Elevator Pitch," the fifteen seconds or so a producer has to pitch an idea when fortunate enough to find himself or herself in an elevator with a studio executive capable of green-lighting a project. (Most buildings in Hollywood are only a few floors, so you have to explain fast.) BrandStances are used to capture something compelling about a complex strategic positioning theme when speed is paramount. The job of a BrandStance is not to explain every feature of a product or service, but to capture something compelling about the customer proposition - the reason to buy or to agree. A great BrandStance is easy to understand, hard to argue with. AMERICAN LUNG ASSOCIATION JOIN THE ASTHMATTACK AMERICAN TELECASTING I WANT WHAT I WANT ASCAP IT PAYS TO BELONG. BARCLAYS GLOBAL INVESTORS RADICALLY EVOLUTIONARY THINKING. COURT TV REAL TRIALS. REAL DRAMA. DIFFERENT TELEVISION COREGIS YOU NEED A NEW BID, OR A NEW BROKER. EAGLE STAR NO-NONSENSE INSURANCE. EHRENKRANTZ ECKSTUT & KUN ARCHITECTS BUILDING TO A HIGHER STANDARD. FIFTH AVENUE PEACE COMMITTEE JOIN THE ARMY. TRAVEL TO EXOTIC, DISTANT LANDS, MEET EXCITING, UNUSUAL PEOPLE AND KILL THEM. FINANCIAL GUARANTY INSURANCE COMPANY TOMORROW'S SECURITY. ALLEN FLUSSER CUSTOM SHOP AN ADVENTURE IN TRADITION. MEDIA MESSAGES MOVING MESSAGES. MURIEL SIEBERT & CO. HONESTY AND INTEGRITY SHOULD NEVER BE DISCOUNTED. NBO MEN'S STORES YOU CAN'T GO WRONG. NATIONAL COUNCIL ON ECONOMIC EDUCATION THERE IS NO FREE LUNCH. PEOPLE NEED TO KNOW WHY. THE NATURE COMPANY PRESENTS THAT OPEN MINDS. NEW SCHOOL FOR SOCIAL RESEARCH TEACHERS WHO LOVE TO TEACH STUDENTS WHO LOVE TO LEARN. NEW YORK OPEN CENTER A PLACE OF INFINITELY HIGHER LEARNING. NEW YORK STOCK EXCHANGE KARL MARX WAS WRONG. OGILVY & MATHER CONSULTING UNHEARD OF SOLUTIONS TO UNSPEAKABLE PROBLEMS. OPPENHEIMER & COMPANY UNCOMMON SENSE. QUALITY PAPERBACK BOOK CLUB THE FIRST BOOK CLUB FOR SMART PEOPLE WHO AREN'T RICH. THE JFK EXPRESS TAKE THE TRAIN TO THE PLANE. THE UNITED NATIONS ASSOCIATION THE WORLD'S MOST IMPORTANT WORK. VISTA IF YOU'RE NOT PART OF THE SOLUTION, YOU'RE PART OF THE PROBLEM.