Positioning The Battle for Your Mind- is one of the best books I have ever read. Here are the ten ways that any brand marketer can follow:
1. Positioning is what you do to the mind of the prospect and not what you do to a product.
2. “The best approach to take in on our over-communicated society is the oversimplified message”. In communication less is more.
3. Be selective with your message and concentrate on narrow targets through positioning.
4. The easy way to get into a person’s mind is to be first. If you can’t be first you have to find a way to position yourself against the product that got there first.
5. Look for the hole. Find the hole in the industry that sets you apart from the competition and give you a competitive advantage.
6. Unless you can’t find your “creneau” or "hole" you have to reposition yourself to the competition. One strategy can be to link the product to what is already in the mind of the prospect.
7. Put the effort in choosing a good name for a product. The name alone has enormous power in today’s society.
8. A manager can use positioning strategies to advance their career and company by following the guideline called “find a horse to ride”.
9. A manager can also follow the “Six Steps to Success” to get started on a positioning program and to help with the thinking process and get the mental process started.
10. Become an outside-in thinker rather than an inside-out thinker. This requires patience, courage, and strength of character.
1. Positioning is what you do to the mind of the prospect and not what you do to a product.
2. “The best approach to take in on our over-communicated society is the oversimplified message”. In communication less is more.
3. Be selective with your message and concentrate on narrow targets through positioning.
4. The easy way to get into a person’s mind is to be first. If you can’t be first you have to find a way to position yourself against the product that got there first.
5. Look for the hole. Find the hole in the industry that sets you apart from the competition and give you a competitive advantage.
6. Unless you can’t find your “creneau” or "hole" you have to reposition yourself to the competition. One strategy can be to link the product to what is already in the mind of the prospect.
7. Put the effort in choosing a good name for a product. The name alone has enormous power in today’s society.
8. A manager can use positioning strategies to advance their career and company by following the guideline called “find a horse to ride”.
9. A manager can also follow the “Six Steps to Success” to get started on a positioning program and to help with the thinking process and get the mental process started.
10. Become an outside-in thinker rather than an inside-out thinker. This requires patience, courage, and strength of character.
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