Realities of Today's
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
is becoming more and more difficult...
create something new that doesn't already exist in your prospect's
Surprise To Win:
The only hope to score big is to be selective, to concentrate on
narrow targets, to practice
Positioning is thinking in reverse:
instead of starting with yourself, you start with the mind of your
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
Changing minds in our
society is an extremely difficult task. It's much easier to work
with what's already there.
Positioning is about how you
your product or service
in the mind of your prospect.
The Essence of Positioning
Positioning is a new approach to
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
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
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,
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.
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:
customer value it
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
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.
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
Ten3 Business e-Coach
We don't teach ‒ we inspire your entrepreneurial creativity!
Launched in 2001, the new-to-the-world
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
on helping people build their
entrepreneurial creativity and
systems thinking and inspiring
differentiate its services
from other e-learning resources, Ten3 Business e-Coach uses the
positioning slogan , "We don't teach – we
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
WOW Principle and 7 Features
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
Unisys: Repositioning the Company
When Larry Weinbach
joined Unisys, he immediately said that the Unisys
brand was tarnished
and decided to rebuild it...
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...