What’s positioning strategy?
Positioning strategy is one of the greatest challenges clients face. It’s not because they don’t have great ideas, it’s usually because they cannot pick ONE overriding idea and commit to it. Many call the positioning the proverbial “stake in the ground”. It’s how you intend for your target audience to see your product, service or cause relative to competing alternatives. Committing to a brand’s positioning strategy means having a focus. And by focusing, it means admitting that their branded product, service or cause is not intended for everyone. This can be scary because we fear leaving out a critical audience. But when we don’t stand for something, we end up standing for nothing. We end up being quite forgettable. Where are you now? I just moderated focus groups last week for an association client who is evaluating what to do with a newly acquired brand (another membership organization). I used a car metaphor question to get a quick thumbnail on how the participants perceived the clie
