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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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  1. 1. What is positioning?
  2. 2. “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
  3. 3. Why is positioning necessary?
  4. 4. Consumers are on information overload
  5. 5. In response to the barrage of information that comes our way daily, humans have developed an oversimplified mind
  6. 6. 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
  7. 7. the working memory can hold +/-2 chunks of information
  8. 8. The answer: the consistent oversimplified message
  9. 9. a brand can only occupy one space in a consumer’s mind –
  10. 10. When it comes to brands, consumers make a choice, but with products, they make a comparison
  11. 11. There are 4 key components to positioning
  12. 12. For [target end user] Brand X is [frame of reference] Which gives the most [promise or key benefit] Because of [reason to believe]
  13. 13. Each component is a major strategic decision
  14. 14. For [target end user]
  15. 15. Brand X is [frame of reference]
  16. 16. Who was their competition in 1969?
  17. 17. What about in 2009?
  18. 18. What about them?
  19. 19. Which gives the most [promise or key benefit]
  20. 20. Which gives the most [promise or key benefit]
  21. 21. Because of [reason to believe]
  22. 22. What is the relationship between brand identity and positioning?
  23. 23. “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
  24. 24. physique culture brand identity brand essence personality relationship (the heart & soul) reflection self image
  25. 25. brand platform: culture brand identity physique brand essence personality (the heart & soul) reason to believe? positioning for whom? usp, benefit, against what/whom? promise?
  26. 26. Quiz: what part of their identity is the brand using to compete?
  27. 27. A differentiating attribute
  28. 28. rational benefit
  29. 29. emotional benefit
  30. 30. rational benefit
  31. 31. A differentiating attribute
  32. 32. rational benefit
  33. 33. reflection
  34. 34. rational benefit
  35. 35. culture
  36. 36. identity is who you are, positioning is how you win
  37. 37. web site: http://detavio.com twitter: @detavio