Positioning chapter 1 new

1. CHAPTER 1
WHAT POSITIONING ALL ABOUT
…

2. WHAT DO YOU THINK
POSITIONING
IS ???

3. “Positioning is a concept
that has changed the nature of advertising”
“How you differentiate yourself in the mind of your prospect”

4. IT Can be …
Poetic
+
Artful
+
Creative
+
Straightforward
+
Clearly defined word

5. Create something that
doesn’t already exist …

6. Basic approach
“not create something new
manipulate & retie the
connection that already exist”

7. Most important
Positioning concept …

8. Change a human mind

9. But mind changing is the road to

10. Effective advertising approach
NEWS ...

11. Advertising
Tip of the communication iceberg

12. Medium acts like a filter to Message
Sharpen your message
Cut into the mind

13. VOLVO “Safety”
BMW “Driving”
FEDEX “Overnight”

14. Problem in
positioning

15. Look for the solution
Not inside the product
In side the prospect mind

16. Psychology study helps
understanding how minds work
…
Advertising is psychology in
practice

17. “Out-side-in
p”rocess
Accept the perceptions reality & then restructure those
perceptions to create the position you desire …

18. Remember ,
“Customer is always right”

19. Thank you