Positioning
Tribute to Jack Trout
What position do you occupy in the mind of your customer?
There is a joke circulating in top management circles, saying “I know that half of my marketing money is wasted, but I don’t know which half.” Is this really a joke? In most cultures there is a proverb stating that there is never smoke without fire.
Our observation of large and small businesses in various industries and countries indicates that most companies waste money because they work from nonexistent or weak marketing foundations.
Marketing foundations, or fundamentals, are about differentiation, positioning, and focus on sending a consistent message to the market.
The challenge for all companies, products and services is to stand out in crowded and noisy markets.
Henri Aebischer
Post a Comment
Reader Comments