Figure 5.1 Five-step positioning process, highlighting step two
Creating a solidly constructed benefit ladder is the second step in the brand positioning process.
If you’re an experienced marketer in the 21st century—and it doesn’t matter what you’re marketing—you might ask, “Isn’t a benefit ladder pretty elementary?” Then you might add, “I’m sure everyone already knows that effective marketing starts with a product’s basic attributes and then ‘ladders up’ through the benefits until you can make an emotional connection with your audience, right?”
I’d reply that a benefit ladder is foundational, ...
Get Brand Positioning With Power now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
