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Positioning: The Battle for your Mind


“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


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 [email protected]

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