Professional Documents
Culture Documents
Positioning
A concept so simple,
people have difficulty understanding
how powerful it is!
What…
• Positioning is owning a piece of consumer’s mind
• Positioning is not what you do to a product
– It’s what you do to the mind of the prospect
• Colgate is Protection
• Lux is Glamour
• Gillette is Quality
Why…
• Be careful of change
– Disney
• Need vision
– Long term / Not on technology or fad
What you need…
• Courage
– To slug it out when others watch and wait
• Objectivity
– You need a backboard / a springboard
• Simplicity
– Not complicated or convoluted
What you need…
• Subtlety
– Unique position and appeal that’s not narrow
• Willingness to sacrifice
– The case of Nyquil
– Rexona wooing male and female
• Patience
– Geographical roll out / Demographic /
Chronological
• Global outlook
– Taj Mahal tea
Guidelines
• Start by looking not at the product but at the
position in the market that you wish to occupy, in
relation to competition
• Think about how the brand will answer the main
consumer questions
– What will it do for me that others will not?
– Why should I believe you?
• Be Crystal clear
• Be Consumer-based
– Be relevant and credible to the consumer
– Write in consumer language and from consumer’s view point
• Be Competitive
– Be distinctive
– Focus on building brand elements into powerful discriminator
– Be persuasive
– Be sustainable
And then…