12.6. Making It Stick

Ideas in hand, it still may be difficult to determine which positioning strategy will be the best option for developing specialty trust among your target audience. At this stage, your team should evaluate each possibility based on how well it scores on five positioning tests.

First, relevance. If you're not relevant to your target market, you might as well be invisible. That's why this is requirement number one. Altoids is "the curiously strong mint," a legitimate and compelling positioning for a prospective customer who has bad breath. A more complex company, Procter & Gamble, has identified multiple points of relevance (using multiple brands, each targeted to different "I" profiles) in a single category, detergents. Those ...

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