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The Positioning Statement

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David Fossas
David Fossas

Building blocks for crafting your positioning statement, and examples from well-known brands.

Marketing
1 of 5
THE POSITIONING STATEMENT IT’S WHO WE ARE AND WHAT WE STAND FOR 1
POSITIONING STATEMENT: BUILDING BLOCKS 2 [emotional/rational benefit promise]THAT… [support/reasons to believe] BECAUSE/ THROUGH… [target audience], is the [point of difference/value proposition] FOR/TO… [BRAND/ PRODUCT]…
POSITIONING STATEMENT: IPOD 3 puts your music in your pocket and gives you the freedom to express your unique style, THAT… iPod provides wherever/whenever access to your music in a sleek, contemporary, compact design. BECAUSE… creative dreamers, is the cool MP3 player/fashion accessory TO… iPod…
POSITIONING STATEMENT: SNICKERS 4 satisfies your hungerTHAT… it is packed with peanuts.BECAUSE… snackers, is the brand of candy bar FOR… SNICKERS…
POSITIONING STATEMENT: UNICEF 5 the authority, knowledge and resources to get things done.WITH… people who want to make a lasting difference, is the champion of rights for all the world’s children FOR… UNICEF…

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The Positioning Statement

  • 1. THE POSITIONING STATEMENT IT’S WHO WE ARE AND WHAT WE STAND FOR 1
  • 2. POSITIONING STATEMENT: BUILDING BLOCKS 2 [emotional/rational benefit promise]THAT… [support/reasons to believe] BECAUSE/ THROUGH… [target audience], is the [point of difference/value proposition] FOR/TO… [BRAND/ PRODUCT]…
  • 3. POSITIONING STATEMENT: IPOD 3 puts your music in your pocket and gives you the freedom to express your unique style, THAT… iPod provides wherever/whenever access to your music in a sleek, contemporary, compact design. BECAUSE… creative dreamers, is the cool MP3 player/fashion accessory TO… iPod…
  • 4. POSITIONING STATEMENT: SNICKERS 4 satisfies your hungerTHAT… it is packed with peanuts.BECAUSE… snackers, is the brand of candy bar FOR… SNICKERS…
  • 5. POSITIONING STATEMENT: UNICEF 5 the authority, knowledge and resources to get things done.WITH… people who want to make a lasting difference, is the champion of rights for all the world’s children FOR… UNICEF…