A positioning statement is a brief articulation of what an organization stands for. After a qualitative research effort, we aligned on the following positioning statement for the Miller Center:
This phrase encapsulates the essence of the institution and its focus on drawing insights from history to inform the present. It serves as an internal reference to guide marketing communications.
“We see a better way for the nation. A more informed democracy. A nation full of leaders guided by intelligence and driven by an inner need for truth. Leaders who know to look back in order to see ahead. At the Miller Center, we strive to illuminate presidential history accurately and fairly. To shine a light on all the ways in which democracy has worked and all the times America has struggled—to reveal solutions. To uncover yesterday’s lessons and unlock a brighter tomorrow. And to make it all available for those who can make a difference. We are their trusted investigators. The unbiased researchers driven to illuminate clearer pathways and share our intelligent vision with the world.”