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Positioning, along with branding and direct response, is one of the three pillars of contemporary creative communications. How you position your brand, product, or company might be the most important aspect of a marketing communications plan. Brand positioning, as well as product or service positioning, can be expressed in many ways, from a simple slogan to an entire campaign. In most cases you should express it in every ad, perhaps as the tagline, or as a brand character, or even a sound.
Key creative idea: Positioning is that One Thing Position is that one descriptive sentence or slogan or image the brand is known for. That one specific idea that first comes to mind about the product. That one characteristic that sets the service apart from competitors. For the brand Volvo, that one thing is "Safety." In Jakarta, Indonesia, Bluebird is "The safest way to travel by taxi." And everyone knows the car rental brand, Avis "tries harder."
Brand positioning. Play The Avis Story. Video news release provided by Avis. AdCracker products give you megabytes of positioning tips, example ads, and techniques, for example: > The positioning statement: It's all in your mind R > Workshop: How to create a positioning strategy R > 10 positioning strategies - from classic to cutting edge R > A positioning reality check R > Creative positioning tips R Brand positioning | Re-positioning | More ... Content marked R is reserved for AdCracker customers. You can get it instantly (well, in a minute or two) via online access at the > AdStore.
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