How to position: brand, company, product or service

Positioning, along with branding and direct response, is one of your three strategic communication tools.

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.

Not For Women. Dr. Pepper TEN uses gender positioning to both differentiate this diet soda in a crowded market and to get free media attention and buzz, some of which has been predictably controversial. Nestle used the same strategy to introduce Yorkie candy bars in the UK.

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 ...

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