The so-called positioning refers to the differentiated position that the product occupies in the customer's mind.
The essence of positioning is to land differentiation. Positioning theory allows us to use extremely simplified information to make customers perceive our differentiation in the face of an over-disseminated society, making differentiation more concrete, more systematic, and more advanced.
Regarding positioning, we need to know three localization methods and a positioning brain map:
1. What are the three classic positioning methods?
The three classic positioning styles include leader positioning, challenger positioning, and repositioning competitors.
1. Leader positioning: The so-called leader positioning refers to emphasizing that "no one has me". It's a "first entrant" in a product or service category, or a brand that wants customers to believe that it's a first entrant in that category, and it's often positioned as a leader.
2. Challenger positioning: The so-called challenger positioning emphasizes that "people have me". Find a weak link in the leader's body or find a "gap" in the leader's unmet customer's needs, and let yourself fill the gap.
3. Reposition competitors: Repositioning competitors means that there are already leaders in the industry, and it is difficult to find "vacant seats" to do challenger positioning to achieve people's superiority, then "create your own vacant seats".
2. What is a positioning brain map?
The so-called positioning brain map refers to the method used to skillfully express and disassemble positioning in actual combat, and the positioning brain map covers three elements, including: "who we are", "what we do", and "how we are different".