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Brand Positioning: Remember This

Source: Jack Trout, Branding Strategy Insider

What seven concepts are critical to positioning?

1. Perception (their’s, not your’s)
2. Differentiation
3. Competition
4. Specialization
5. Simplicity
6. Leadership
7. Reality

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Posted by Craig on June 20th, 2008 | Leave a Comment »
Posted under: Strategy

Brand Positioning: Key Questions

Source: Jack Trout, brandingstrategyinsider.com

To apply positioning thinking to your own company’s situation, here are six key questions to ask yourself:

1. What position, if any do we already own in the prospect’s mind?

Get the answer to this question from the marketplace, not the marketing manager. If this requires a few dollars for research, so be it. Spend the money. It’s better to know exactly what you’re up against now than to discover it later when nothing can be done about it.

2. What position do we want to own?

Here is where you bring out your crystal ball and try to figure out the best position to own from a long-term point of view.

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Posted by Craig on June 19th, 2008 | Leave a Comment »
Posted under: Strategy

Maintaining the Leadership Position

Source: Jack Trout, brandingstrategyinsider.com

Historically, the top three brands in a product category occupy market share in a ratio of 4:2:1. That is, the number one brand has twice the market share of number two, which has twice the market share of number three.

The success of a brand is not due to the high level of marketing acumen of the company itself, but rather, it is due to the fact that the company was first in the product category. Take Xerox, they launched the first plain-paper copier and were able to sustain its leadership position. However, time after time the company failed in other product categories in which it was not first.

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Posted by Craig on June 16th, 2008 | Leave a Comment »
Posted under: Strategy

Competitor Repositioning

Source: Jack Trout, brandingstrategyinsider.com

In positioning your brand sometimes you discover there are no unique positions to carve out. In such cases I suggest repositioning a competitor by convincing consumers to view the competitor in a different way. Tylenol successfully repositioned aspirin by running advertisements explaining the negative side effects of aspirin.

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Posted by Craig on June 16th, 2008 | Leave a Comment »
Posted under: Strategy