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Content Tip |
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A large number
of promotional products are adorned with catchy slogans, words
and content that portrays the brand or the Company it is
designed for. |
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Positioning: The Battle for
Your Mind
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“What we have here is a failure to
communicate.” How often have you heard that bromide?
“Failure to communicate” is the single, most common, most
universal reason given for problems that develop. Business problems,
government problems, labour problems, marriage problems. If only people
took the time to communicate their feelings, to explain the reasons, the
assumption is that many of the problems of the world would somehow
disappear. |
People seem to believe any
problem can be solved if only the parties sit down and talk. Unlikely
Today, communication itself is the problem. We have become the worlds
first over communicated society. Each year, we send more and receive less.
A New Approach to Communication
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Advertising -
A form of communication that from the point of view of the recipient
is held in low esteem. For the most part, adverting is unwanted and is not
liked. In some cases, detested. In spite of its reputation, or perhaps
because of it, the field of advertising is a superb testing ground for
theories of communication. If it works in advertising, most likely it will
work in politics religion or any activity that requires mass
communication.
Positioning is a
concept that has changed the nature of advertising. A concept
so simple people have difficulty understanding how powerful it is. Adolf
Hitler practiced positioning. So does Procter & Gamble as well as every
successful politician. |
Positioning Defined
Positioning starts with the product. A piece of merchandise, a
service, a company, an institution, or even a person. Perhaps yourself.
But positioning is not what you do with the product. Positioning is what
your do to the mind of the prospect. That is, you position the product in
the mind of the prospect.
So it is incorrect to call the concept
“product positioning.” As if, you were doing something to product
itself. Not that positioning does not involve change. It does. But changes
made in the name, the price and the package are really not the changes
made in the product at all.
They are basically cosmetic changes done for
the purpose of securing a worthwhile position in the prospect’s mind.
Positioning is also the first body of thought that comes to grips with the
problems of getting heard in our over communicated society.
A newer definition:
- “How you differentiate yourself in the mind of the
prospect.”
Contributing Author:
Viki Shah Masters in Mass
Communication and Journalism
viki_j_shah@yahoo.com
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