GlossaryPositioning drift
Definition
Positioning drift
The gradual, unintentional change in how a product is described, either by marketing, sales, or customers, that weakens the brand's clarity in the market.
Drift happens when every content piece slightly rewords the core message until no single message lands.
The fix is a documented message hierarchy every piece of content descends from, plus quarterly audits of top-performing pages against that hierarchy.
Related terms
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