Vadim Kotelnikov    

Positioning

How To Get Heard in Our Overcommunicated Society

   

Business e-Coach  Perconal Icon of Vadim Kotelnikov  Kore 10 Tips


 

"The easy way to get into a person's mind is to be first.
If you can't be first, then you must find a way to position yourself
against the products, the politicians, the persons who did get there before you."

 

Realities of Today's Overcommunicated Society

  • Emerging Information Overload Syndrome

  • The mind, as a defense against the huge volume of today's communications, screens and rejects much of the information it offered.

  • The mind accepts only that new information which matches its current state of mind. It filters out everything else.

  • To create something new that doesn't already exist in your prospect's mind, is becoming more and more difficult... More

Surprise To Win: 3 Strategies

 

Virtuoso Marketing

 

Positioning Your Business

  • The only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation >>>

  • Positioning is thinking in reverse: instead of starting with yourself, you start with the mind of your prospect.

Understand EGA of Your Audience

  • Instead of asking what you are, ask what position you own in the mind of the prospect. Get the answer to this question from the marketplace invest money in market research.

  • Changing minds in our overcommunicated society is an extremely difficult task. It's much easier to work with what's already there.

Empathetic Marketing

  • If you have a weak on non-existent position in the mind of your prospect, find a way into the mind by hooking your product, service or concept to what's already there.

Benefit from Your Competitors

  • Don't be narrow minded. You must look at the big picture, not the details.

Kore 10 Tips Kore 10 Tips for Effective Positioning

 

 

Differentiation Strategy

BE MAD

Kore 10 Tips for Effective Positioning

The 10 Commandments of Power Positioning

4 Steps of Your Differentiation Strategy

Differentiating With Different Types of People

Experiential Marketing

Buzz Marketing

Brand Management

 

Effective Advertising

Advertising Slogans

Unique Selling Proposition (USP)

Customer Value Proposition

 

The Art of Competing

9 Questions To Answer

Competitive Strategy

Disruptive Innopreneur

Blue Ocean Strategy

 

Lessons from Winners

Coaching by Example

10 Success Lessons

VK Personal Branding

Creative Aura-based Presentation of Cimcoin Team

Unisys Repositioning the Company

Marketing Secrets of the Rich Dad Brand

 

Positioning Defined

Positioning is about how you differentiate your product or service in the mind of your prospect.

 

The Essence of Positioning

Positioning is a new approach to communication, advertising and marketing.  It is an organized system for finding a window in the mind of your prospect in order to position effectively over there a product a merchandise, a service, a company, or a person against its main competitors. This system is based on the concept that communication can only take place at the right time and under the right circumstances. The mind accepts only that new information which matches its current state. It filters out everything else. In other words, positioning is a process by which a psychological "anchor" has been placed into the minds of prospects so that they come to choose one specific person or company over another.

Positioning is what you do to the mind of the prospect you look for the solution of your problem inside the prospect's mind. Anyone can use positioning strategy to get ahead in the game of life.

Positioning the New Approach to Advertising & Marketing

The rapid growth of communication methods has given us a new disease: Information Overload Syndrome. In today's overcommunicated society, to be successful, you must touch base with reality. And the only reality that counts is what's already in the prospect's mind. In the communication jungle out there, there are just too many products, too many companies, and too much marketing noise. The mind, as a defense against the huge volume of today's communications, screens and rejects much of the information it offered. The only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation. In a word, "positioning".

The basic approach of positioning is not to create something new and different, but to manipulate what's already up in your prospect's mind, to retie the connection that already exist. The advertising people spend their time and research money looking for positions, or holes, in the marketplace.

Research-based Exercise

Positioning a company is a difficult task. While advertising is a creative task, company positioning must be developed from careful research about your brand. You must find out:

  • how the marketplace sees your company

  • how your customers see your company and what they value

  • what you know about your own company and the customer value it creates.

Positioning should be a foundation for action to design, manage and defend your brand. It should inform everything you do: what customer value you create, what you value, what's your sustainable competitive advantage, how you conduct your business, how you communicate and interact with customers.

The Oversimplified Message

In communication, more is less. The best approach to take in our overcommunicated society, where only a tiny fraction of all messages actually gets through,  is the oversimplified message. You have to sharpen your message to cut into the mind if you want to make a long-lasting impression... >>>

"The Perception is the Reality"

If you do want your message to be accepted by another human mind, accept the premise that the receiver is always right. Concentrate on the perceptions of your prospect not the reality of the product. Perception is the reality you have to deal with. By turning the process around, by focusing on the prospect rather that the product, you simplify the selection process in his mind in your favor and increase greatly your communication effectiveness.

Business e-Coach Ten3 Business e-Coach

We don't teach ‒ we inspire your entrepreneurial creativity!

Launched in 2001, the new-to-the-world inspirational Ten3 Business e-Coach today has customers in 130+ countries. In the jungle of educational web sites, Ten3 Business e-Coach created and took the lead in the niche focused on helping people build their cross-functional excellence, entrepreneurial creativity and systems thinking and inspiring innovation and business synergies. To differentiate its services from other e-learning resources, Ten3 Business e-Coach uses the positioning slogan , "We don't teach we inspire!"

Success Stories Best Business Practices Avis

In 1963, Avis Rent A Car System, Inc. debuted a new advertising campaign that featured a brand-new tagline "We Try Harder." AVIS is #2 company in the industry, so the slogan tells you indirectly that AVIS tries harder than Hertz, #1, in creative a superior customer value. The now-famous slogan has become one the world's most recognized company taglines. For Avis, the tagline is more than a slogan it has become part of the fabric of the company that both reflects and influences corporate values and business decisions.

Great Slogan: WOW Principle and 7 Features

Success Stories Best Business Practices Google

Founded in 1998 by two Stanford University Ph.D. students, search engine Google's name is a play of the word googol the number presented by a 1 followed by 100 zeros a reference to the huge amount of data online. By 2001, with 25 million users worldwide generating 1,800 queries a second, the company had turned a profit by focusing on searches alone and not adding other services, as was the case with many other portals. By focusing on plain text, avoiding ads, and using sophisticated search algorithms, Google is seen as providing fast an reliable service.

Google: 10 Success Lessons

Success Stories Best Business Practices Unisys: Repositioning the Company

When Larry Weinbach joined Unisys, he immediately said that the Unisys brand was tarnished and decided to rebuild it... More

Use the Right Colors in Your Promotional Materials

Analyze what colors your competitors use. Avoid using colors already associated with your competitor if you wish to position your product effectively in the mind of your prospects... More

 

References:

  1. "The 10 Commandments of Power Positioning", Michael Fortin

  2. "Positioning", Al Ries and Jack Trout

  3. "Strategic Brand Management", Kevin Lane Keller

  4. Differentiate or Die, Jack Trout with Steve Rivkin