STRAT_SCRAPS v173
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STRAT_SCRAPS v173
ompanies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name.
Al Ries • Positioning: The Battle for Your Mind
Positioning is the place a product occupies in people's minds. It sets a context in which a product's value becomes clear.
Martina Lauchengco • Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group)
Positioning defines how your product is a leader at delivering something that a well-defined set of customers cares a lot about.
April Dunford • A quickstart guide to positioning
Brand positioning boils down to one thing: Differentiation. And one way to be different is by aligning with a unique set of values. AND1 did this, aligning with the values of streetball: attitude and creativity. Nike, meanwhile, aligned with elitism and rigidity.