Tagged with: Positioning Strategy
In the 1970s, Jack Trout and Al Ries first coined the term “positioning” for use in the field of marketing.
Papa John’s had brand positioning, but didn’t know it until a chance conversation. Positioning and Papa Johns go way back.
Winning brands are desirably different in consumers’ minds. Differentiation in business is what helps them win.
Only when we know what is motivating our prime prospect are we able to find our differentiating idea, our position.
The fortunes of JCPenney in recent years have ebbed and flowed (ebbed, mostly) in a manner that has become a textbook case about the folly of reinventing a brand with...
Solutions, when found, will be simple and obvious — but only in retrospect. Can the idea pass 5 tests?
The better candidate doesn’t always win. Candidates with the better competitive positioning strategy do. Voters need to feel an emotional connection.