Positioning: The Battle for Your Mind


The word FIRST has an amazing effect on the human mind. Everything that can be described by this word leaves an indelible imprint on our minds. Therefore, you are faced with a difficult, but winning task — become the first in what you do. If the first place in your category has long been occupied by someone else, then create a new category and become the first in it. There is another way to get into the mind of a person, more difficult, according to the authors, to be the second.

Jack Trout and Al Ries give a few strategies for positioning

1. The position “against”. In today’s markets, your competitors’ positions are as important as your own, and in some cases, they are more important. The opposite position can be against the product, the politician, the person who did get there first. The position “against” someone or something is a classic positioning maneuver. If the company is not the first in all respects, then it should be the first to take position # 2.

Positioning of a Leader

Most firms don’t want to be sidelined forever, no matter how popular they are. They want to become leaders in their category. To do this, you need to use two main strategies that should work together.

Positioning of a Follower

What is good for a leader does not always benefit their followers. The leader usually can maneuver and maintain their positions. But this maneuver can cause damage to followers. Follower companies often believe that the only way to succeed is to offer a similar but improved product. But the strategy often does not bring success.

Repositioning the Competition

If you can’t find a free niche, use the repositioning strategy. The essence of this strategy is to inspire people with a new product idea, it is necessary to replace the old one. The main purpose of the repositioning program is to trip up an existing concept, product, or person.

Line extension usually occurs in three acts

Act one: a stunning success, a big breakthrough. It is usually the result of finding a space in the minds of consumers and using it brilliantly.



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Alexey Cherkasov

Alexey Cherkasov

Marketing and sales professional with over 10years experience in b2b industry of power electronics and power semiconductors.