When writing a positioning statement, which question should NOT be included?

A positioning statement is a concise description that defines how a brand wants to be perceived in relation to its competitors, and it typically focuses on the brand's unique offerings, target audience, and the advantages it provides.

Including the target market is essential as it specifies who the brand is trying to reach. Understanding and articulating your strengths allows you to convey the unique aspects that differentiate your product or service. Key features are also crucial because they highlight what makes the offering compelling for the intended audience.

Considering these points, the aspect of weaknesses does not belong in a positioning statement. Identifying weaknesses is more aligned with internal analysis, such as SWOT analysis, which focuses on understanding a firm's internal challenges rather than crafting an outward-facing statement that communicates a brand's market position. A positioning statement should be primarily positive and focused on advantages, without highlighting disadvantages that could detract from the brand’s image.