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this is a discussion document i used to walk my team through positioning. it explains why positioning is necessary, the key components of a positioning statement, and a quiz at the end to see how people leverage identity to position themselves differently
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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
culturephysique
bran
d id
entit
y
brand essence(the heart & soul)
personalityrelationship
reflection self image
brand platform:
culture
bran
d id
entit
y
brand essence(the heart & soul)
physiquepersonality
reason to believe?
usp, benefit, promise?
posi
tioni
ng for whom? 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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