At its best, brand positioning is an articulation of the future you intend to create. It sets a direction for your organisation. It inspires people to find new and better ways of working. This requires you to stretch credibility as far as it will possibly go. Understanding what people expect of your brand is only important to the extent that you can think creatively about how to play with, challenge or even subvert those expectations.

Nick Liddell. “Brand positioning” (via peterspear)