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Going Beyond Ries and Trout to Positively Differentiate Your Brand  Presented at NorthWest Chapter of the Marketing Research Association Spring Educational Conference 14 March, 2009 Roger A. Straus, Ph.D. Presentation © 2009 Roger A. Straus
“ Positioning” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© 2009 Roger A. Straus, Positioning
“ Position” What? ,[object Object],[object Object],[object Object],[object Object],[object Object],© 2009 Roger A. Straus Positioning
“ Positioning” Seems To Make Intuitive Sense  ,[object Object],[object Object],[object Object],[object Object],©2009 Roger A. Straus, Positioning
[object Object],©2009 Roger A. Straus, Positioning
We’re Talking Customer-Driven Positioning ,[object Object],[object Object],[object Object],©2009 Roger A. Straus, Product X is the right choice for all users and all occasions because it has yada yada yada yada yada yada yada yada yada yada ydad yada yada yada yada yada  yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yad, yada yada yada yada yada yada yada yada yada yada etc…. Positioning
Al Ries And Jack Trout Introduced Concept ,[object Object],[object Object],[object Object],©2009 Roger A. Straus, Marc Julius Trip the customer and whisper your brand’s name.  Whatever flashes through their mind   before they hit the ground  is  the positioning for that customer . Positioning
© 2009 Roger A. Straus, Positioning
Positioning Is Best Done Strategically And Proactively ©2009 Roger A. Straus, Marc Julius If you don’t position it, the market or the customer will… Positioning
© 2009 Roger A. Straus Just another battery…. And ours is more trustworthy Positioning
©2009 Roger A. Straus
Symbolic Interactionism ,[object Object],[object Object],[object Object],©2009 Roger A. Straus Social Psychology
Thomas Theorem ,[object Object],©2009 Roger A. Straus W.I. Thomas Social Psychology
Definition Of The Situation ,[object Object],©2009 Roger A. Straus Social Psychology
How Does This Apply To Marketing? ,[object Object],[object Object],©2009 Roger A. Straus Social Psychology Too  fattening Yummy and good for you
© 2009 Roger A. Straus
Naïve Positioning ,[object Object],[object Object],© 2009 Roger A. Straus Naive Positioning
Qualitative Process ,[object Object],[object Object],[object Object],[object Object],[object Object],©2009 Roger A. Straus Product Z Product Y Product X Naive Positioning
Purely Descriptive ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],©2009 Roger A. Straus Naive Positioning
© 2009 Roger A. Straus
Rational Positioning ,[object Object],[object Object],[object Object],©2009 Roger A. Straus Rational Positioning
Quantitative Approach: Perceptual Mapping ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© 2009 Roger A. Straus Rational Positioning
Marketers Love Perceptual Maps ,[object Object],[object Object],[object Object],©2009 Roger A. Straus, Rational Positioning
Qualitative Approach: Positioning Story ,[object Object],[object Object],[object Object],[object Object],[object Object],©2009 Roger A. Straus, Rational Positioning
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Typical Exercise © 2009 Roger A. Straus, ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Rational Positioning
Typical Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],©2009 Roger A. Straus, Rational Positioning
Most Positioning Work Stops Here ,[object Object],© 2009 Roger A. Straus, Rational Positioning
© 2009 Roger A. Straus
“ Rational” = Tip Of The Iceberg ,[object Object],[object Object],[object Object],[object Object],[object Object],©2009 Roger A. Straus, Affective Positioning
Three Iconic Brands… ,[object Object],©2009 Roger A. Straus, Affective Positioning
Twofold Objective… ,[object Object],[object Object],[object Object],[object Object],[object Object],© 2009 Roger A. Straus, Affective Positioning
How? ,[object Object],[object Object],[object Object],[object Object],© 2009 Roger A. Straus, Affective Positioning
Step One: Affect Profiling ,[object Object],[object Object],[object Object],[object Object],©2009 Roger A. Straus, If  you were at a party and X walks into the room, what actor or actress/animal/thing would it be? Affective Positioning
Step Two:  Proactive Positioning ©2009 Roger A. Straus, Affective Positioning
Step Two:  Socio-Cognitive Approach ,[object Object],[object Object],[object Object],[object Object],©2009 Roger A. Straus, KEY PRINCIPLE: Nothing can be understood until difference and distinctions are invoked Gregory Bateson,  Mind and Nature Affective Positioning
Straus Approach: Triangulation ,[object Object],[object Object],[object Object],[object Object],© Roger A. Straus, Affective Positioning X IDEAL Y
Triangulation… ,[object Object],[object Object],[object Object],[object Object],[object Object],©2009 Roger A. Straus, Affective Positioning X IDEAL Y
© 2009 Roger A. Straus,
How customer relates to offering ,[object Object],[object Object],[object Object],[object Object],©2009 Roger A. Straus, Relational Positioning
[object Object],[object Object],[object Object],[object Object],Why social dimension? ©2009 Roger A. Straus, Relational Positioning What do you want offering to be like for market?
Illustratory   Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© 2009 Roger A. Straus, Self X Competitor Ideal Relational Positioning
Example of output ,[object Object],[object Object],[object Object],©2009 Roger A. Straus, “ She’s my second wife – oh, um, I didn’t mean it like that, I’m happily married to my first wife… I don’t know why I said that.”  Relational Positioning
Benefits ,[object Object],[object Object],[object Object],[object Object],©2009 Roger A. Straus, Relational Positioning
© 2009 Roger A. Straus,
Positioning 3 ,[object Object],© 2009 Roger A. Straus, Wrap Up Rational Affective Relational
Positioning 3 ,[object Object],[object Object],[object Object],©2009 Roger A. Straus, Wrap Up
[object Object],[object Object],[object Object],[object Object],[object Object],©2009 Roger A. Straus,

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Positioning3 A Complementary Approach

  • 1. Going Beyond Ries and Trout to Positively Differentiate Your Brand Presented at NorthWest Chapter of the Marketing Research Association Spring Educational Conference 14 March, 2009 Roger A. Straus, Ph.D. Presentation © 2009 Roger A. Straus
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. © 2009 Roger A. Straus, Positioning
  • 9. Positioning Is Best Done Strategically And Proactively ©2009 Roger A. Straus, Marc Julius If you don’t position it, the market or the customer will… Positioning
  • 10. © 2009 Roger A. Straus Just another battery…. And ours is more trustworthy Positioning
  • 11. ©2009 Roger A. Straus
  • 12.
  • 13.
  • 14.
  • 15.
  • 16. © 2009 Roger A. Straus
  • 17.
  • 18.
  • 19.
  • 20. © 2009 Roger A. Straus
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28. © 2009 Roger A. Straus
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34. Step Two: Proactive Positioning ©2009 Roger A. Straus, Affective Positioning
  • 35.
  • 36.
  • 37.
  • 38. © 2009 Roger A. Straus,
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44. © 2009 Roger A. Straus,
  • 45.
  • 46.
  • 47.