|


 

 Ô  
 
  


   

 j

‡ Positioning is owning a piece of consumer¶s mind
‡ Positioning is not what you do to a product
± It¶s what you do to the mind of the prospect

‡ You position the product in the prospect¶s mind

± ÷




 
 
 
 

 S
 

‡ 

is Protection

‡  is Glamour

‡  is Confidence

‡ 
is Sexual Attraction

‡ Gillette is Quality
 j

<he assault on our mind«

‡ <he media explosion
‡ <he product explosion
‡ <he advertising explosion

‡ So little message gets through that you

ignore the sender and concentrate on
the receiver
 "
‡ <he easy way to get into a person¶s mind is to
be first
± P
@ @  
 

‡ If you didn¶t get into the mind of your prospect

first@ then you have a positioning problem
± Better to be first than be best

‡ In the positioning era@ you must@ however@ be

! 






" "

#
 "
‡ <he basic approach is not to create something
new or different@ but manipulate what¶s already
in the mind
‡ <o find a unique position@ you must ignore
conventional logic
‡ Conventional logic says you find concept inside
product
± Not true; look inside prospect¶s mind

‡ You won¶t find an uncola idea inside 7-up; you

find it inside cola drinker¶s head
 ÷ 

        
   
    
- Al Ries & Jack Trout
÷=   


 
 
    
- Paco Underhill
 j


‡ Understand the role of words and how

they affect people
± 

$%


‡ Be careful of change
± 
&

‡ Need vision
± Long term / Not on technology or fad
 j


‡ Courage
± <o slug it out when others watch and wait

‡ Objectivity
± You need a backboard / a springboard

‡ Simplicity
± Not complicated or convoluted
 j


‡ Subtlety
± Unique position and appeal that¶s not narrow

‡ Willingness to sacrifice
± <he case of Ã&'
± 
 wooing male and female

‡ Patience
± Geographical roll out / Demographic /
Chronological

‡ Global outlook
± ()


 ¯
‡ Start by looking not at the product but at the
position in the market that you wish to occupy@ in
relation to competition
‡ <hink about how the brand will answer the main
consumer questions
± What will it do for me that others will not?
± Why should I believe you?

‡ <ry to keep it short and make every word count

and be as specific as possible
± Vagueness opens the way to confused executions
 ¯

‡ Keep the positioning up-do-date

± Give as careful consideration to change as you did to
the original statement

‡ Look for a 
& 
O


± An ÷
"

#
*

!
 j

 
‡ Key Insight is µseeing below the surface¶ /
µseeing inside the consumer¶
‡ Insight expresses the totality of all that we know
from seeing inside the consumer
‡ An insight is a single aspect of this that we use
to gain competitive advantage
‡ By identifying a specific way«
± <hat the brand can either solve a problem or
± Create an opportunity for the consumer
Key Insight
÷ +


# 


#
" 

Key Insight
÷  
!#&






 #""




(&!

Key Insight
÷"
$
#&
!

 &



 w 
 
‡ It will require two separate thoughts to be related
to each other in a new and fresh way

‡ Insight will generally be enduring

‡ Often the process will lead to several insights

‡ <he one to use is the one that offers to be the

source of greatest competitive advantage
 w 
 

‡ No need for insight to change if you have

identified the higher-order needs of
consumers

‡ Keep asking µwhy¶ to find the real need

behind the obvious insight

‡ Remember@ the insight is always the basis

for a brand¶s positioning
 " 
‡ What are the ways in which the category / brand
can improve someone¶s life?
‡ What are the conflicting needs that people face
and that the brand can solve?
‡ How important is it that the product delivers?
Who will notice?
‡ What is standard of excellence in the category?
‡ With every answer you get@ you need to probe
deeper:
± µWhy is that?¶
 <  

‡ Be rystal clear
‡ Be onsumer-based
± Be relevant and credible to the consumer
± Write in consumer language and from consumer¶s view point

‡ Be ompetitive
± Be distinctive
± Focus on building brand elements into powerful discriminator
± Be persuasive
± Be sustainable
 Ô 

‡ <he brand nameO

‡ <he name is the first point of contact

between the message and the mind

‡ ÷
, #
!






#




, #



 
 

 ¯
‡ It¶s not the goodness or badness of the name in
an aesthetic sense that determines effectiveness
± It¶s the appropriateness of the same

‡ Name begins the positioning process@ tells the

prospect what the product¶s major benefit is
±  $
&
± 
-"
±  
±


± 

 

$

*&

  |



‡ Should be simple
‡ Should be acceptable in all key languages
‡ Should be appropriate when geographically spread
‡ Should be amenable for easy registration