Positioning Win the desired position in the minds of people VadiK Inventor Author Founder   Positioning is about how you differentiate your brand, company, product or service in the mind of your prospects and customers on a long-term basis. It is an organized system for finding a window in the mind of your prospect in order to position effectively over there your value proposition against its main competitors.   It's not enough to be valuable. You also need to be highly remarkable and memorable to position your brand in the minds of your customers. ~ Vadim Kotelnikov   Positioning is the art and craft of creating a positive, differentiated, and distinctive impression of your brand or product in the mind of your customer. From the customer's perspective, positioning is not an outside-in promotion, it's an inside-out perception.   Coaching by Example I'm not selling you my past and present, I'm offering you your greater future VadiK Inventor Author Founder     I practice what I preach, and I preach what I practice.     Invented and launched in 2001, KoRe e-Coach became the world's first online resource for free inspirational business education. The slogan "We don't teach, we inspire" helped position e-Coach, differentiating it from traditional business schools.     Innompic Games vs. traditional social networks Traditional social networks are horizontal – they help people socialize. Innompics is both vertical and horizontal. It helps Innompians both grow and connect at the deeper level.     HARMONY Games differentiated and positioned If man is the pinnacle of creation, then the creative HARMONY Games that celebrate the harmony of soul, mind, and body are the pinnacle of the games.     Innompic Peace Prize positioned The True Peace Way no one walked before The Innompic Peace Prize celebrates sincere peacing and helps to establish lasting peace in the world     The Essence of Positioning Positioning is a new approach to differentiation, 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 brand, a company, a merchandise, a service, or a person – against its main competitors in today's overcommunicated society. "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," write Al Ries and Jack Trout in their book Positioning.   Positioning The Essence of Positioning 10 Positioning Tips 10 Commandments of Positioning Examples Differentiation Differentiating Ideas Deep Sense Logo Competitive Differentiation Examples     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.   Stand Out Slogan Value Mantra Headlines USP Right Colors     Get Heard in the Overcommunicated Society 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.   Brand Positioning Brand Appeal Advantages of Strong Brands Brand Enhancement Brand Consistency Brand Ambassadors Depositioning Competitors     The only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation. In a word, "positioning". "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," advises Jack Trout     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.   Customer Insight Customer Needs What Makes People Buy Customers for Innovative Products Observe People Marketing Is About Dealing with Perceptions Psychology-based Differentiation Customers' Perception of Quality Customer Feedback   Keep learning forward. If you strop learning, you stop creating history and become history. VadiK Inventor Author Founder Slides   Marketing Rainbow   Notes