Is it time to reposition positioning?

Quick! What’s the difference between a positioning statement and set of brand values? 
Or a value proposition and a brand’s DNA? 
What about a brand promise and a brand essence? 
If you answered ‘er’ to any of the above, then you are not alone. 
Week long workshops have been spent parsing out the distinctions between ‘DNA’ and ‘purpose’. Cut through the froth, however, and we are talking about positioning. 
But whatever we