What is positioning?

“positioning is not what you do to a product. positioning is how you differentiate yourself in the mind of the prospect. that is, you position the product in the mind of the prospect.”

- al ries and jack trout in positioning: the battle for your mind

Why is positioning necessary?

Consumers are on information overload

In response to the barrage of information that comes our way daily, humans have developed an oversimplified mind

The mind, as a defense against the volume of today’s communications, screens and rejects much of the information offered it and in general, the mind accepts only most easily accepts that which matches prior knowledge or experience -al ries and jack trout

the working memory can hold

+/-2 chunks of information

The answer: the consistent oversimplified message

a brand can only occupy one space in a consumer’s mind –

When it comes to brands, consumers make a choice, but with products, they make a comparison

There are 4 key components to positioning

For [target end user] Brand X is [frame of reference] Which gives the most [promise or key benefit] Because of [reason to believe]

Each component is a major strategic decision

For [target end user]

Brand X is [frame of reference]

Who was their competition in 1969?

What about in 2009?

What about them?

Which gives the most
[promise or key benefit]

Which gives the most [promise or key
benefit]

Because of [reason to believe]

What is the relationship between brand identity and positioning?

“positioning derives from identity…but it exploits a specific aspect of identity at a given point in time in a given market against a precise set of competitors.” -j.n. kapferer

physique

culture

brand identity

relationship

brand essence
(the heart & soul)

personality

reflection

self image

brand platform:

culture

brand identity

physique

brand essence
(the heart & soul)

personality

reason to believe?

positioning

for whom?

usp, benefit, promise?

against what/whom?

Quiz:
what part of their identity is the brand using to compete?

A differentiating attribute

rational benefit

emotional benefit

rational benefit

A differentiating attribute

rational benefit

reflection

rational benefit

culture

identity is who you are, positioning is how you win

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