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Brand Positioning

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Brand Positioning
A concept so simple, people have difficulty understanding how powerful it is!
What… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Examples ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why… ,[object Object],[object Object],[object Object],[object Object],[object Object]
How… ,[object Object],[object Object],[object Object],[object Object],[object Object]
How… ,[object Object],[object Object],[object Object],[object Object],[object Object]
‘ You concentrate on the perceptions of the prospect, not the reality of the product’ - Al Ries & Jack Trout
‘ It’s difficult to change behaviour, but easy to work with it’ - Paco Underhill
What you need… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What you need… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What you need… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Guidelines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Guidelines ,[object Object],[object Object],[object Object],[object Object]
What is key insight? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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More on key insight… ,[object Object],[object Object],[object Object],[object Object]
More on key insight… ,[object Object],[object Object],[object Object]
How to find one? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The 3C’s of positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
And then… ,[object Object],[object Object],[object Object],[object Object]
Guidelines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Checklist: Brand name ,[object Object],[object Object],[object Object],[object Object]

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Brand Positioning

  • 2. A concept so simple, people have difficulty understanding how powerful it is!
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  • 8. ‘ You concentrate on the perceptions of the prospect, not the reality of the product’ - Al Ries & Jack Trout
  • 9. ‘ It’s difficult to change behaviour, but easy to work with it’ - Paco Underhill
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