Developing and Communicating a Positioning Strategy

By: Dale Wannen

Positioning

Bad Positioning vs Good Positioning

Crafting the Branding Position

STP

Malaria

NetMark and Positioning

Competitive Frame of Reference

“It’s Not Delivery, It’s DiGiorno”

Points-of-Difference

Points-of-Parity

Category Points of Parity

The essentials to your product or service

The “green fees” to play the marketing game

Competitive Points of Parity

Used to negate your competition’s point of difference

The “Less-Filling” Part of Miller Lite

A Fine Line Though…

Establishing Category Membership

Umpqua Bank Traditional Bank

Straddle Positioning

How do I communicate a brand’s category?

1. Announce the benefits

Jiffy: “The Thinking Man’s Condom”

How do I communicate a brand’s category?

2. Compare it to the Best

How do I communicate a brand’s category?

3. Rely on product descriptor

It’s Kind of Guess Work

• Low Level

Brand Attributes

• Mid Level

Brand Benefits

• Top Level

Brand Values

Writing a Positioning Statement

• To (Target Group and Need)

• Our (Brand)

• Is to (The Concept)

• That (What the

point of difference is

or does)

Green Tower Sustainability

• Put in positioning statement here

Interested in learning more…

• Read Chapter 10 in Marketing

Management

• Read Chapter 8 in Up and Out of

Poverty

• Thank you for

listening