I am what I do?

In these days, when brands need agility above all else in order to succeed, I often wonder about the wisdom of spending hours, days or months defining a Position. And then sticking there.

The very word Position suggests something static, set in stone - maybe in pyramidal form - and not really agile at all. By the time you have defined it, the world has moved on and you are left rather like Ozymandias.

Some sort of statement of what your brand is and what it stands for in people's hearts and minds is important. But the next step is to work out what that means for how your brand behaves - what it does. What is your brand's role in people's lives?

There's a useful presentation, Brand as Verb by Ben Grossman, in which he gives 5 principles for a brand as more than a noun - "Brands must see themselves as verbs."

Just do it!