Thanks for reading Achim! Yes, you bring up some good points - if they are important for your company you can definitely add them as layers to your research.
Authenticity - I would categorise this as a "Value pillar" that you can bring up under your "Company" section of your 4C research. If it is a core value of your company.
Increase Reach in Creative Ways - Will definitely write about this, but it will be part of the media strategy section of the series!
Controversy, Contrast - I'd put this in the "Culture" section of the 4C's, as it has to do with culture and trends.
Positive vs Negative Messaging - I think this might be more related to tactics which comes a bit later in the series when talking about developing ad campaigns. But yes, it's definitely an interesting topic - it kind of depends on how you want to be seen. Is your positioning work about being a leader in the space? Then I would not call-out our competitors, a leader does not compare themselves. Are you the disruptor? Then yes, call-out our competitors! But agreed, this can be an entire post of its own, thanks for the feedback!
Be more Specific. - I will write an entire post on every one of the 4C's as well as continuing the series so will cover more of it there - but good idea about the worksheets, questionnaires, specific metrics etc, will see what I can do there :)
Authenticity - I would categorise this as a "Value pillar" that you can bring up under your "Company" section of your 4C research. If it is a core value of your company.
Increase Reach in Creative Ways - Will definitely write about this, but it will be part of the media strategy section of the series!
Controversy, Contrast - I'd put this in the "Culture" section of the 4C's, as it has to do with culture and trends.
Positive vs Negative Messaging - I think this might be more related to tactics which comes a bit later in the series when talking about developing ad campaigns. But yes, it's definitely an interesting topic - it kind of depends on how you want to be seen. Is your positioning work about being a leader in the space? Then I would not call-out our competitors, a leader does not compare themselves. Are you the disruptor? Then yes, call-out our competitors! But agreed, this can be an entire post of its own, thanks for the feedback!
Be more Specific. - I will write an entire post on every one of the 4C's as well as continuing the series so will cover more of it there - but good idea about the worksheets, questionnaires, specific metrics etc, will see what I can do there :)