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May 14, 2004
Positioning XYZs
The heart, soul and mind of any campaign, any persuasive communication is your positioning. It is also one of the most hotly discussed topics in marketing. For us though, it's simple. Your positioning statement is just the logic, the argument for choosing your offering over everyone else's. But believe it or not, in our little Marketing Playbook, we once again have a handy shortcut for this too. It's called the Positioning XYZs(tm). This is another little tool you will see us refer to all the time. It's a super simple logic. We are the only X that solves Y problem in Z unique way." Where... . X is the category of company, product, service or other offering you've chosen to win . Y is the unment need of your target audience, and . Z is the differentiation, advantage, or key positive distinction you have over your competition.Posted by johnza at May 14, 2004 02:57 PM
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