this is a discussion document i used to walk my team through positioning. it explains why positioning is necessary, the key components of a positioning statement, and a quiz at the end to see how people leverage identity to position themselves differently

1. What is positioning?

2. “positioning is not what you do to a
product. positioning is how you
differentiate yourself in the mind of the
prospect. that is, you position the
product in the mind of the prospect.”
- al ries and jack trout in positioning: the battle for your mind

3. Why is positioning necessary?

4. Consumers
are on
information
overload

5. In response to the barrage
of information that comes
our way daily, humans
have developed an
oversimplified mind

7. The mind, as a defense against the
volume of today’s communications,
screens and rejects much of the
information offered it and in general, the
mind accepts only most easily accepts
that which matches prior knowledge or
experience
-al ries and jack trout

8. the working
memory can hold
+/-2 chunks of
information

9. The answer: the consistent oversimplified message

12. a brand can only
occupy one space in
a consumer’s mind –

13. When it comes to brands, consumers make a choice, but with
products, they make a comparison

14. There are 4 key
components to positioning

15. For [target end user]
Brand X is [frame of reference]
Which gives the most [promise or key benefit]
Because of [reason to believe]

16. Each component is a major strategic decision

17. For [target end user]

20. Brand X is [frame of reference]

22. Who was their
competition in 1969?

23. What about in 2009?

24. What about them?

25. Which gives the most
[promise or key benefit]

26. Which gives the most [promise or key
benefit]

27. Because of [reason to believe]

30. What is the relationship
between brand identity
and positioning?

31. “positioning derives from identity…but it exploits a
specific aspect of identity at a given point in time in a
given market against a precise set of competitors.”
-j.n. kapferer

32. physique culture
brand identity
brand essence personality
relationship
(the heart & soul)
reflection self image

33. brand platform:
culture
brand identity
physique brand essence personality
(the heart & soul)
reason to believe?
positioning
for whom? usp, benefit, against what/whom?
promise?

34. Quiz:
what part of their identity is the brand using to compete?

35. A
differentiating
attribute

36. rational
benefit

37. emotional
benefit

38. rational
benefit

39. A
differentiating
attribute

40. rational
benefit

41. reflection

42. rational
benefit

43. culture

44. identity is who you are, positioning is how you win

45. web site: http://detavio.com
twitter: @detavio