The Six Cs of Positioning

Although the genetic type is the single biggest factor in positioning, DNA is not the only consideration; there are other elements—the environment—that go into determining a company’s ideal position in the market landscape. When my team and I work with clients to develop positioning, we take a close look at them and their ecosystems through six distinct lenses: Core (the company DNA), Category, Community, Competition, Context, and Criteria (Figure 4.1).


FIGURE 4.1 Positioning Assessment Framework

Any marketing campaign worth its salt takes into account Category, Community, Competition, and Context. The framework outlined ...

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