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Positioning chapter 1 new
1.
CHAPTER 1 WHAT POSITIONING
ALL ABOUT …
2.
WHAT DO YOU
THINK POSITIONING IS ???
3.
“Positioning is a
concept that has changed the nature of advertising” “How you differentiate yourself in the mind of your prospect”
4.
IT Can be
… Poetic + Artful + Creative + Straightforward + Clearly defined word
5.
Create something that doesn’t
already exist …
6.
Basic approach “not create
something new manipulate & retie the connection that already exist”
7.
Most important Positioning concept
…
8.
Change a human
mind
9.
But mind changing
is the road to
10.
Effective advertising approach NEWS
...
11.
Advertising Tip of the
communication iceberg
12.
Medium acts like
a filter to Message Sharpen your message Cut into the mind
13.
VOLVO “Safety” BMW “Driving” FEDEX
“Overnight”
14.
Problem in positioning
15.
Look for the
solution Not inside the product In side the prospect mind
16.
Psychology study helps understanding
how minds work … Advertising is psychology in practice
17.
“Out-side-in p”rocess Accept the perceptions
reality & then restructure those perceptions to create the position you desire …
18.
Remember , “Customer is
always right”
19.
Thank you
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