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?

1. Which one do you prefer?
Music players

2. Positioning
Jan 2013

3. Positioning

4. Example

5. What did you remember?
Which one did you recall best?

6. Brain
Association
Limited, hates confusion, unsure
Sticky Lemon
Sweet Sweet-bitter
Children
7-UP Freshness
Old days

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

11. Thank you!