Positioning: The Battle for Your Mind
Positioning, first and foremost, is a noun, not a verb. That is, it is best understood as an attribute associated with a company or a product, and not as the marketing contortions that people go through to set up that association. 2. Positioning is the single largest influence on the buying decision. It serves as a kind of buyers’ shorthand, shapin
... See moreGeoffrey A. Moore • Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials)
You can keep yourself from making most positioning gaffes if you will simply remember the following principles: 1. Positioning, first and foremost, is a noun, not a verb. That is, it is best understood as an attribute associated with a company or a product, and not as the marketing contortions that people go through to set up that association. 2. P
... See moreGeoffrey A. Moore • Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (Collins Business Essentials)
POSITIONING Now consider how you want to ‘position’ your product. This curious verb is in great favor among marketing experts, but no two of them agree what it means. My own definition is ‘what the product does, and who it is for’. I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet
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