Positioning Refresh Assessment

Conduct a positioning refresh assessment for {{BRAND_NAME}}.

**Current Positioning:**
{{CURRENT_POSITIONING}}

**Time since last positioning update:** {{TIME_SINCE_UPDATE}}

**Positioning Refresh Assessment:**

1. **Positioning Health Check**
Rate current positioning (1-10):

Relevance: ___
Does it address current customer needs?

Differentiation: ___
Does it stand apart from competitors?

Credibility: ___
Can we deliver on the promise?

Consistency: ___
Is it applied consistently everywhere?

Resonance: ___
Does it connect with our audience?

Total Score: ___/50

Interpretation:
40-50: Positioning is strong
30-39: Minor refresh needed
20-29: Significant refresh needed
Below 20: Major repositioning needed

2. **External Change Assessment**
Has the external environment changed?

Market changes:
- New competitors entered?
- Competitor positioning shifted?
- Market consolidated?
- New substitutes emerged?

Customer changes:
- Needs evolved?
- Demographics shifted?
- Behaviors changed?
- Expectations raised?

Industry changes:
- Technology disruption?
- Regulatory changes?
- Trend shifts?
- Category redefinition?

3. **Internal Change Assessment**
Has your company changed?

- New products or services?
- Changed target audience?
- Evolved capabilities?
- Shifted strategy?
- New brand vision?
- M&A activity?

4. **Performance Indicators**
Signs positioning may need refresh:
□ Declining brand awareness
□ Losing competitive deals
□ Message fatigue
□ Difficulty commanding premium
□ Talent attraction challenges
□ Inconsistent market perception

5. **Refresh Recommendation**
Based on assessment:

□ No refresh needed - Continue current positioning
□ Minor refresh - Update messages and proof points
□ Significant refresh - Revise key positioning elements
□ Major repositioning - Fundamental positioning change

6. **Refresh Scope Definition**
If refresh needed, define scope:
- Elements to keep
- Elements to update
- Elements to replace
- Timeline for refresh