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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. |
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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 |
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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.
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I
practice what I preach, and I
preach what I practice.
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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. |
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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.
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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. |
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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. The only hope to score big is to be selective, to
concentrate on narrow targets, to practice segmentation. In a word,
"positioning". |
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Brand Positioning
KoRe 10 Positioning Tips
10 Commandments of Positioning
Psychology-based Differentiation
Depositioning Competitors |
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"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."
~ Jack Trout |
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"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."
~
Positioning, Al Ries and Jack Trout |
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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. |
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Slogan
Value Mantra
Headlines
USP |
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