Positioning3 A Complementary Approach

Going Beyond Ries and Trout to Positively Differentiate Your Brand Presented at NorthWest Chapter of the Marketing Research Association Spring Educational Conference 14 March, 2009 Roger A. Straus, Ph.D. Presentation © 2009 Roger A. Straus

We’re Talking Customer-Driven Positioning ,[object Object],[object Object],[object Object],©2009 Roger A. Straus, Product X is the right choice for all users and all occasions because it has yada yada yada yada yada yada yada yada yada yada ydad yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yada yad, yada yada yada yada yada yada yada yada yada yada etc…. Positioning

Al Ries And Jack Trout Introduced Concept ,[object Object],[object Object],[object Object],©2009 Roger A. Straus, Marc Julius Trip the customer and whisper your brand’s name. Whatever flashes through their mind before they hit the ground is the positioning for that customer . Positioning

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Typical Exercise © 2009 Roger A. Straus, ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Rational Positioning

Typical Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],©2009 Roger A. Straus, Rational Positioning

Step One: Affect Profiling ,[object Object],[object Object],[object Object],[object Object],©2009 Roger A. Straus, If you were at a party and X walks into the room, what actor or actress/animal/thing would it be? Affective Positioning

Step Two: Socio-Cognitive Approach ,[object Object],[object Object],[object Object],[object Object],©2009 Roger A. Straus, KEY PRINCIPLE: Nothing can be understood until difference and distinctions are invoked Gregory Bateson, Mind and Nature Affective Positioning

Straus Approach: Triangulation ,[object Object],[object Object],[object Object],[object Object],© Roger A. Straus, Affective Positioning X IDEAL Y

Illustratory Methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© 2009 Roger A. Straus, Self X Competitor Ideal Relational Positioning

Example of output ,[object Object],[object Object],[object Object],©2009 Roger A. Straus, “ She’s my second wife – oh, um, I didn’t mean it like that, I’m happily married to my first wife… I don’t know why I said that.” Relational Positioning

Positioning3 A Complementary Approach

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Positioning3 A Complementary Approach