Positioning

A clear positioning is vital

Good marketing begins with a clear positioning.

Reading time: 3-4min

Foreword

3 key laws in marketing we see as central... among the famous 22 immutable laws of marketing

1. Perception

Marketing is not a battle of products, it's a battle of perceptions.

2. Leadership

It's better to be first than it is to be better, and it's even better to be first in the mind. One way of doing so is owning a word in the prospect's mind, knowing that two companies/brands can't own the same word.

3. Category

If you can't be first in a category, set up a new category you can be first in (over time, a category will divide and become two or more categories). Or present the prospect with the opposite of - or failing that something significantly different from - the leader's essence knowing that for every attribute there is an opposite, effective attribute.

Positioning Rules

A clear and controlled positioning = A sound and efficient strategy

Positioning lays the ground for the marketing strategy, brand management and strategic planning.

A - It's the result of 4 interacting forces

A mix of objective and subjective dimensions, which are partly the result of a voluntary decision (call it a vision) and to large extent the consequences of a 'situation' :

B - It's a relative and moving state

Everything changes, every dimension evolves. There is a constant need to adjust.

C - Positioning must be managed and optimised, through the offer as well as through communication, and the content and the container.

Only the competition's actions aren't under control: there is a constant need to react, and reaffirm one's positioning, or adjust it accordingly.

The positioning will also adjust to the markets, as and when conditions differ, which is often the case.

D - Positioning across the board

Positioning involves 3 levels, each integrating the 4 dimensions which shape it (vision, market reality, competition & image):

The brand: which supports the image and acts as a guarantee, a signature

The product (or service): the object of the transaction, a more tangible value

The range: at the crossing of the 2 other levels (if and when there is one)

The brand proposition

-> What image, what promise

The incarnation of the brand and the organisation of the products

-> How clear, what targets

Features and assets

-> What personality/specificity (USP)

The positioning must be clear and easy to read. To do a good job, get it right, one must :

Act upon the brand image: by expressing its identity, proactively on the long term,  more reactively on a short term basis.

Conceive/adjust the product (or service) and act upon its image: be inspired by the competition yet distinctive.

Define the range: it must be consistent with the brand.

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