Page 11 - LittleBookofPositioning_KB_DIGI

Positioning

101

Winners stand out by combining the
tangible attributes of their product
with the compelling emotional
qualities customers are looking
for – what they believe, desire, fear
and remember. They compete not
only with products but define and
lead markets with ideas, arguments,
concepts, stories and values. STAND FOR STAND APART STAND OUT

Successful consumer marketing Have a strong Control the game. Be memorable,
has exploited this competitive purpose and goal to Be unique in the attractive and
advantage for years. Where generate inspiration, way you deliver your visible so you create
product choice increases and belief and desire. products. Set the more trust. Use the
tangible differentiation decreases, Articulate what is criteria on which brand to stand out
what you stand for, how you stand wrong and position your competition from the crowd:
apart and how you stand out to make it right. are judged. look different.
increasingly provides the basis
for differentiation.

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