Positioning is mainly about getting into the brain.
Choose for a stronger position by focusing one characteristic. Choose a characteristic of a high value. Perhaps it shouldn't be a characteristic of you product (what you offer), but it might rather be a need you fulfil with your client. What are his/her base strategies that make him/her choose for you?
7. Positioning: 1st priority
Get into the brain!
Focus on one characteristic
Owning one characteristic
Others automatically assigned!!!
8. Positioning: 2nd step
Get into the brain:
In a positive way
Focus on one characteristic:
Added value
Unique
Superior
USP
KISS
9. Positioning: how to determine?
Look at your DNA
What was your motivation to found your organisation?
What made you launch your product?
SWOT
Try new perspectives
Get inspiration from others in other sectors
What drives your customers?
Do not only focus on your product characteristics
■ How can you help your customer
■ What advantage do you deliver
What are the drivers behind the drives?
■ What are their base strategies?
KISS
10. But do not forget
Positioning
= get into memory
≠ list of all advantages
Low 25 years
Fat! experience
BIO
New
Fresh! 9 ingredients