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Developing and Communicating a Positioning Strategy
By: Dale Wannen
Positioning
Bad Positioning vs Good Positioning
Crafting the Branding Position
STP
Malaria
NetMark and Positioning
Competitive Frame of Reference
“It’s Not Delivery, It’s DiGiorno”
Points-of-Difference
Points-of-Parity
Category Points of Parity
The essentials to your product or service
The “green fees” to play the marketing game
Competitive Points of Parity
Used to negate your competition’s point of difference
The “Less-Filling” Part of Miller Lite
A Fine Line Though…
Establishing Category Membership
Umpqua Bank Traditional Bank
Straddle Positioning
How do I communicate a brand’s category?
1. Announce the benefits
Jiffy: “The Thinking Man’s Condom”
How do I communicate a brand’s category?
2. Compare it to the Best
How do I communicate a brand’s category?
3. Rely on product descriptor
It’s Kind of Guess Work
• Low Level
Brand Attributes
• Mid Level
Brand Benefits
• Top Level
Brand Values
Writing a Positioning Statement
• To (Target Group and Need)
• Our (Brand)
• Is to (The Concept)
• That (What the
point of difference is
or does)
Green Tower Sustainability
• Put in positioning statement here
Interested in learning more…
• Read Chapter 10 in Marketing
Management
• Read Chapter 8 in Up and Out of
Poverty
• Thank you for
listening
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