1What positioning is all about
How did a hard-sell concept like positioning become so popular in a business noted for its creativity?
In truth, the past decade might well be characterized as a “return to reality.” White knights and black eye patches gave way to such positioning concepts as “Lite Beer from Miller. Everything you always wanted in a beer. And less.”
Poetic? Yes. Artful? Yes. But also a straightforward, clearly defined explanation of the basic positioning premise.
To be successful today, you must touch base with reality. And the only reality that counts is what’s already in the prospect’s mind.
To be creative, to create something that doesn’t already exist in the mind, is becoming more and more difficult. If not impossible.
The basic ...
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