Positioning deals with the importance of understanding how
you are perceived, of focusing your efforts, of starting new
Jack Trout and Al Ries labeled and defined the term “Positioning” 30
years ago, and it remains one of the most widely used business
strategies in the world. Steve Rivkin worked with Trout & Ries
Inc. for 14 years and then co-authored with Jack Trout The
New Positioning, the sequel to the international best-seller that
introduced the concept.
Positioning projects are designed to help you differentiate
your company, product or service in the minds of customers and
A new position.
- A project for
a new company or new brand typically uses research to determine
what attributes in that particular category are important to
customers, and to measure how individual brands rank in these
attributes. By doing so, we determine the positions of the competitors.
Their strengths and weaknesses are exposed. The new brand can
thus identify a meaningful position which is unoccupied.
- Markets can change
underneath a company. Repositioning is a must when consumer
attitudes have shifted, when technology has overtaken
existing products, and when products have strayed away from
long-standing perception of them. Repositioning projects
seek out a new idea, a new point of difference, to carry the
Types of projects.
from one-day strategy sessions with senior managers to multi-month
Each project addresses such issues as the category, the competitive
framework, the existing brand name, and concepts already owned
in the prospect’s mind. Longer assignments include customized
research and development of prototype communications to illustrate
and “bring to life” recommended new strategies.