MARKET POSITIONING

GUIDELINES AND TEMPLATES

HOW WE THINK ABOUT POSITIONING

it’s WHO WE ARE and WHAT WE STAND FOR

it’s WHO WE ARE and WHAT WE STAND FOR

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HOW WE GET TO THE POSITIONING

AUDIENCE TRUTHWhat is the audience’s empathetic need?

BRAND TRUTHWhat is the unique value proposition that the brand/product provides?

CATEGORY TRUTHWhat are the gaps that no competitors are filling?

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HOW WE GET TO THE AUDIENCE TRUTH

WHAT ARE THE AUDIENCE’S EMOTIONAL

NEEDS?

WHAT ARE THE AUDIENCE’S

SOCIALNEEDS?

WHO IS THEAUDIENCE?

WHAT ARE THE AUDIENCE’S FUNCTIONAL

NEEDS?

[enter answer]

[enter answer]

[enter answer]

[enter answer]

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THE AUDIENCE TRUTH

AUDIENCE TRUTHWhat is the audience’s empathetic need?

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HOW WE GET TO THE CATEGORY TRUTH

HOW DOES THE COMPETITOR’S

BRAND/PRODUCT DO THIS?

WHAT IS THE COMPETITOR’S POSITIONING?

WHAT DOES THE COMPETITOR’S

BRAND/PRODUCT DO?

[enter answer]

[enter answer]

[enter answer]

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HOW WE GET TO THE POSITIONING

AUDIENCE TRUTHWhat is the audience’s empathetic need?

CATEGORY TRUTHWhat are the gaps that no competitors are filling?

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HOW WE GET TO THE BRAND TRUTH

HOW DOES [BRAND/PRODUCT]

DO THIS?(functional/social

benefits)

WHAT IS THE BRAND’S VISION?

WHAT DOES [BRAND/PRODUCT]

DO?

[enter answer]

[enter answer]

[enter answer]

HOW DOES [BRAND/PRODUCT]MAKE YOU FEEL?(emotional/social

benefits)

[enter answer]

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HOW WE GET TO THE POSITIONING

AUDIENCE TRUTHWhat is the audience’s empathetic need?

BRAND TRUTHWhat is the unique value proposition that the brand/product provides?

CATEGORY TRUTHWhat are the gaps that no competitors are filling?

NOW, CRAFT YOUR FOUNDATIONALPOSITIONING STATEMENT

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POSITIONING STATEMENT: BUILDING BLOCKS

[emotional/rational benefit promise]THAT…

[support/reasons to believe]BECAUSE/THROUGH…

[target audience],

is the [point of difference/value proposition]

FOR/TO…

[BRAND/PRODUCT]…

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POSITIONING STATEMENT: IPOD

puts your music in your pocket and gives you the freedom to express your unique style,THAT…

iPod provides wherever/whenever access to your music in a sleek, contemporary, compact design.BECAUSE…

creative dreamers,

is the cool MP3 player/fashion accessory

TO…

iPod…

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POSITIONING STATEMENT: SNICKERS

satisfies your hungerTHAT…

it is packed with peanuts.BECAUSE…

snackers,

is the brand of candy bar

FOR…

SNICKERS…

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POSITIONING STATEMENT: UNICEF

the authority, knowledge and resources to get things done.WITH…

people who want to make a lasting difference,

is the champion of rights for all the world’s children

FOR…

UNICEF…

CASE STUDY: PUMA SOCIAL

THE BUSINESS PROBLEM

PUMA had lost relevance with the key youth market.

THE TRUTHS

AUDIENCE TRUTHLife to them was a game, they were the after hours athlete. The target were highly competitive in everything they did. They loved whenever they got the

opportunity to compete socially against their friends.

BRAND TRUTHPuma creates sports clothes for everyday wear. They have never been too

serious. They only sponsor athletes that have fun while competing (e.g. Pele, Maradona, Usain Bolt).

CATEGORY TRUTHSports advertising is dark, overcomplicated, technical, serious and painful. e.g.

Nike ‘Just Do It.”

THE POSITIONING

PUMA is the brand for the after hours athlete.

THE VIDEO CASE STUDY