4

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).

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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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