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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