Those who mention positioning a lot generally understand it the least.
However, it has been used as a crutch to make things complex, over extend the portfolio and pin blame away from bad business fundamentals.
The clarity and consumer intimacy positioning demands cannot come from being officious and hierarchical.
In 2005, when the industry publication Ad Age ranked the most important marketing ideas of the past 75 years, positioning came in at No. 56.
Four years later, in 2009, when Ad Age polled its readers about the best books on marketing,“Positioning: The Battle for Your Mind” (1981) was ranked No. 1.
When Al Ries first thought of the concept of positioning, he called it “the rock” – the foundation upon which every advertisement for a brand rested.
It was Jack Trout who suggested the name‘positioning,’
Over the years , it has become the most talked about marketing concept.
Positioning is not about more.
It’s about less.
Above all , positioning is about making sacrifices!
