positioning chapter 1 new
TRANSCRIPT
CHAPTER 1
WHAT POSITIONING ALL ABOUT
…
WHAT DO YOU THINK
POSITIONINGIS ???
“Positioning is a concept
that has changed the nature of advertising”
“How you differentiate yourself in the mind of your prospect”
IT Can be …
Poetic
+
Artful
+
Creative
+
Straightforward
+
Clearly defined word
Create something that
doesn’t already exist …
Basic approach
“not create something new
manipulate & retie the
connection that already exist”
Most important
Positioning concept …
Change a human mind
But mind changing is the road to
Effective advertising approach
NEWS ...
Advertising
Tip of the communication iceberg
Medium acts like a filter to Message
Sharpen your message
Cut into the mind
VOLVO “Safety”
BMW “Driving”
FEDEX “Overnight”
Problem in
positioning
Look for the solutionNot inside the product
In side the prospect mind
Psychology study helpsunderstanding how minds work …
Advertising is psychology in practice
“Out-side-in
p”rocess
Accept the perceptions reality & then restructure those
perceptions to create the position you desire …
Remember ,
“Customer is always right”
Thank you