Positioning Products & Services – “The Battle for the Mind”

Poor Positioning

Unappetizing Positioning

Photo: Tobias Pohler

Major Marketing Malfunction #2

Part 1 – The Issues

Positioning your organization or offering: irresistible or unappetizing? No distinction has no appeal. Trout & Ries in their classic manifesto: Positioning calls it a “battle for the mind”. Furthermore, I would suggest if you don’t position yourself, the marketplace will position you … and it won’t be appealing! Just as a stock is foundational to making a soup or a sauce, positioning is foundational to marketing. In my thirty plus years of business experience I see poor positioning as one of the fundamental flaws in organizations’ marketing strategies.

Your organizations’ offering or your particular product or service offering must “own” a space in the marketplace that is uniquely yours. Your positioning must also be credible, defendable, and sustainable.

  • Credible positioning means when challenged with the words: “prove it!” you can back up your claims.
  • Defendable positioning means no one else can easily lay claim to your “space.”
  • Sustainable positioning means that it works today, next week, and next year.

A simply irresistible™ positioning starts with your Extraordinary Value Proposition; don’t just have an ordinary boring value proposition. Literally make it “extra – ordinary!” [Read more…]

Tagline – Your Positioning Slogan

BRAND TAGLINES

Marketing Signature Ingredient #15

The Marketing Chef Logo

STIRRING UP SIMPLY IRRESISTIBLE  BUSINESS

Part 2 – Tagline Keys

In the last post on marketing taglines and slogans we covered their importance as a marketing ingredient to position your product or service offering in the mind of your target market. To be memorable it needs to be:

  1. Short
  2. Distinctive – unusual combination of words, but
  3. General enough to be applied in different contexts

The Cornell University study also discovered that memorable marketing slogans, quotes and phrases use:

  •  More present tense verbs, versus past tense
  • Few pronouns (other than you),
  • The indefinite article “a” rather than the definite article “the”,

These all contribute to taglines that are more general than specific.

So let’s put this to the test. I took the first ten of Forbes List of 20 Best-Loved Taglines: [Read more…]

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