Developing an Effective Positioning Strategy

By definition, positioning is the process by which a brand (a product or service) is marketed with the goal of owning a meaningful and differentiated idea in the mind of the customer. Seems simple enough.

In practice, very few marketers are able to apply the principles of positioning in order to achieve this goal. Even the fathers of positioning, Jack Trout and Al Ries, do not provide readers of their books the obvious means or steps toward developing an effective positioning strategy. The principles are there, but perhaps not as obvious is how to practice and execute an effective positioning strategy.

Enter Innis Maggiore. With more than 40 years' experience applying and executing the principles of positioning, our agency has earned the reputation as America's #1 positioning ad agency. Our associates are positioning strategists — positivists® — trained in the principles of positioning in order to effectively execute upon our clients' positioning strategies.

Jack Trout, a mentor, friend and long-time associate of the agency, said: "Innis Maggiore, like no other agency, has successfully turned the principles laid out in our positioning books and created a disciplined practice. These guys really do get it."

Getting the right idea: developing the positioning strategy

Most clients and agencies start with the "things." "Build me a website." or "Design me a brochure."

Innis Maggiore starts with the business challenge or goal. No one really wants a new logo. Everyone wants more customers. The business goal can come in many forms: "We want to successfully..."

  • Start a new company
  • Launch a new product or service
  • Develop more leads
  • Increase market share
These are all wildly different business challenges. But they all require a positioning strategy to achieve the goal.

Innis Maggiore applies the principles of positioning in a disciplined fashion in order to get the right idea — the concept that will direct all the marketing required to achieve the business goal. The marketing "stuff" is then prescribed by the positioning strategy.

Executing the positioning strategy: Getting the idea right
When you start "making the things" that will communicate your position, they must all tether to the positioning strategy or they will be much less effective. Branding is additive. If every element of your marketing campaign is not doing its very best to build that focused meaningful and differentiated idea in the mind of your target customer, then you are not dramatizing your position in the most effective way possible.

The great thing about positioning is that it can be dramatized in a host of different creative executions. Think of Geico: Cavemen, the gecko, pop stars, and more ... all different creatives, but all of them communicate one thing: low price car insurance. The dramatization of their position is always "15 minutes will save you 15 percent or more on car insurance." They even have one commercial where they question whether or not to say this! They GET positioning strategy.

The important concept here is that the creative expression can differ as long as it ties to the positioning strategy and effectively dramatizes the position.
“Developing the right positioning strategy is only the first step and probably only 1 percent of the work. But it's the most critical 1 percent as it makes 99 percent of the difference. The 99 percent work is known as the dramatization of the positioning strategy.” – Mark Vandegrift

Finding your right idea ... then getting it right
As disciplined practitioners of positioning, Innis Maggiore can help you discover, develop and then execute your position. It's what we do. When you find your position and develop your positioning strategy, marketing is so much more fun — and wildly more successful!

Here's how it works:
  1. Give us a call at 330-492-5500 (ask for Dick Maggiore) or contact us online
  2. If you don't know your position, we typically start with our Appreciative Discovery® positioning strategy session. 
  3. With your [new-found] positioning strategy, we start marketing together — successfully executing your position and growing your company.

AWARD-WINNING WORK

Goodyear

Leadership through technology.

View Work
Aultman

Leading our community to improved health.

View Work
PURELL

Protecting us from the spread of germs.

View Work
Smith's

Tradition you can taste.

View Work
GuideStone

Performance guided by values.

View Work
BellStores

Keeping the family on full.

View Work
Custom Auto Body

Custom to the rescue!

View Work
Artisa

Live Life Uncottaged

View Work
GOJO

Leader in skin health and hygiene.

View Work
Stark Community Foundation

Connecting people to the causes they care about.

View Work
Baird Brothers

Old school hardwood. Modern accessibility.

View Work
MID'S

True Sicilian pasta sauce.

View Work
Beese Fulmer

Stay rational. Invest long term.

View Work
CSE Federal Credit Union

The Local Alternative

View Work
NILodor

Invented Pet Odor Control Technology

View Work
Stark Library

Where everything is free®

View Work
Kimble

The Future of Waste Management

View Work
Massillon Museum

Art & History Come Alive!

View Work
Old Carolina

Authentic Carolina-style barbecue.

View Work
Smoke The Burger Joint

Burgers smokin' with attitude.

View Work
Baja West Coast Kitchen

Fresh food with a West Coast vibe.

View Work
MCTV

Going the extra smile.

View Work
Republic Steel

Steel Republic Steel.

View Work
Second Harvest

Serving the community.

View Work
Trumbull Metro Housing Authority

Building a solid future for those in need.

View Work
Fair Housing Law Center

Fighting for Equal Housing

View Work

POSITIONISTVIEW® View All Subscribe

Brand Purpose: Beyond features and benefits, companies win with their whys October 09, 2019

Not too long ago, the popular advertising strategy was to promote product features like low calories, shavers with pivot heads and toothpaste that removes stains.Then we shifted to something with more personal relevance:...

Seven ways to win in a commodity market September 04, 2019

Many of the more than 5 million businesses in the United States compete as commodities hamstrung by not understanding how to grow and thrive.On the monopoly-to-commodity continuum, the closer one is to the commodity side...

Digital Marketing vs Sales: Digital dictates need to reset sales and marketing August 22, 2019

When I was a kid and my dad wanted to buy a car, the first place he would go was the car dealership.Dad wanted information and the car dealer had it. The dealer used that information as bait to get you in to the dealersh...

Trout's seven 'Abouts' shape marketing strategy July 25, 2019

Marketing strategy is first about finding your difference, then finding the best way to get your differentiating idea into the minds of your prospects and customers.The explosion of choice for the consumer is the direct ...

AGENCY NEWS View All RSS

Innis Maggiore among 2019 Telly Award winners for Smith’s TV spot Learn More

Haidet awarded Innis Maggiore Endowed Scholarship for Communications Learn More

Innis Maggiore Only Full-Service Agency in Ohio to Achieve SharpSpring’s Gold Certification Partner Status Learn More

Innis Maggiore hires web developer and project manager, and promotes art director Learn More