This slideshow was presented to entrepreneurs to help them think about their spot in the marketplace.

1. POSITIONING

2. WHAT IS
POSITIONING?

3. ● It is not about where on a shelf your
products should be placed.
● It is not about possible locations
to open your business.
● SURPRISE! It is not even really about
the product or service you ofer!
● It is how you go about getting into
the mind of the customer.
● It is a method to build their perception
of your brand.
Some Misconceptions About POSITIONING

4. OK Really. What is POSITIONING?
● An important player in your
marketing strategy!
● It is about educating the viewer.
● You are making a promise.
● Use facts, not fction.
● Talk about who you are NOW,
not who you hope to be.

5. Why did POSITIONING become a Thing?
● Idea came about to cut through
confusion and clutter in the marketplace.
● Positioning fghts the idea of
Creeping Commoditization.
● Coined in 1969 By Jack Trout, and
wrote the book in 1980.
● He also got the word “Diferentiate”
into the modern marketing lexicon.

6. Where Do I Start POSITIONING?
● Know yourself.
● Know your competition.
● Know your marketplace.
● Where does your product
or service ft?

7. WHAT DO YOU MEAN BY
FIT?

8. You Want To Own a Basic Attribute.
Ivory = Pure Dove = Skin

9. You Want To Own a Basic Attribute.
Apple ComputerPC Computer

10. You Want To Own a Basic Attribute.
Coke =
Te Real Ting
Pepsi =
Te Choice of a
New Generation

11. BUT
REMEMBER...

12. POSITIONING Is Not About Slogans.
Nike - Just Do It
What the world's best athletes wear.
See the diference?
Te second statement positions better.
It is more truthful and relevant.

13. BUT MY PROBLEM IS
DIFFERENT

14. I'm Just A Small Business.
Opportunity is there! Small businesses can look
at the weaknesses of big businesses.
● You are more likely Quicker.
● You can be more Personal.
● You can be more Flexible.
● Your service involves the people at the top.

15. I Have MANY Attributes?
Good for you! But...
● Focus on one primary attribute or quality.
● It is OK to support it with other points,
but try for one master attribute.
● You cannot be everything for everybody –
because that's not focus!

16. What If My Idea is Brand New?
Interestingly, positioning does not
introduce new concepts.
● It helps create a relatable context in
the mind to help understanding.
● A POSITION is presented on ideas
people already know.
● People will jump ship if they are
unable understand quickly.

17. Yeah, But I Offer a Service, Not a Product!
It's not just for products anymore!
● ALL about customer experience.
● Here is your opportunity to really
engage with people.
● Provide an interesting or unique
environment. Be Remarkable.

18. What IF Price is My Only Difference?
It is folly to only diferentiate on price.
● You will be locked in a race to the bottom.
● Tis is what happens with Creeping
Commoditization.
● If you only have price, then you
do not have a very unique idea.
● Tink about how and why you
are diferent!

19. A FEW
EXAMPLES

20. POSITION To Own a Benefit
Volvo = Safety

21. POSITION To Own a Benefit
Miller Lite = Tastes Great, Less Filling

22. POSITION the Product and the Consumer
U.S. Army = Be All You Can Be

23. POSITION the Product and the Consumer
Budweiser = Tis Bud’s for you.

24. POSITION How the Company Does Business
Burger King = Have it your way.

25. POSITION How the Company Does Business
Walmart = Always Low Prices

26. POSITION How the Company Does Business
Walmart = Save money. Live better.

27. POSITION Against the Competition
Avis = We Try Harder

28. POSITION Against the Competition
Seven-Up = Te Un-Cola

29. Other Ways to Think About POSITIONING
Be First
How It is Made
Diferent
Unique
Performance
Leadership
Popularity
Technology
Quality
Value
Beneft
Problem & Solution
Personality/Celebrity

30. A COUPLE OF DIRECT DESIGN
EXAMPLES

31. COMFORT COLORS

32. COMTRAN CABLE

33. SOME OTHER THINGS TO
REMEMBER

34. Always Keep In Mind
● Do not get away from what you
tell people you are.
● You may have become tired of saying the
same thing, but that does not mean stop.
● Good names are important, and need
to be thought of as property online.
● If you are successful, you can expect
competition.
● Your aim is to be identifed as
THE solution to a problem.

35. Beware of Line Extension
● It is tempting to adapt a successful product
to market trends.
● Associating new attributes with a known
product undermines both!
● It dilutes the meaning you have
worked hard to build.
● Tink about following Proctor &
Gamble's multi-brand example.

36. What About POSITIONING On the Web?
● People use Google to cut through
interruptive messages.
● You need to anticipate where people
are going to look and how you can be
found there.
● You need to help people understand your
potential value to them – and do it quickly.
● You need to imagine buyer personnas.
● Language(keywords), media and platform
choices are important.

37. QUESTIONS?

38. Citations
Jack Trout
www.troutandpartners.com
http://equibrandconsulting.com/services/brand-consultant/brand-positioning/examples
http://smallbusiness.chron.com/examples-brandpositioning-strategy-25213.html

39. Please Contact Me
Jack Tremblay
jtremblay@directdesigninc.com
DIRECT DESIGN, INC.
7 Kilburn Street
Burlington, VT 05401
802.660.2727
www.directdesigninc.com
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