The Mental Shortcut for Mastering Brand Positioning
Struggling with Brand Positioning? Here is the no-BS guide to understanding it, complete with real-world examples and study shortcuts.
Have you ever stared at a Brand Positioning problem and felt like you were reading another language? You aren't alone. Let's break down exactly why this trips up so many students.
The Contrast Technique
To build your intuition, contrast a failure against a success.
Failure: trying to appeal to everyone.
Success: If your brand tries to be the cheapest AND the highest quality, consumers won't believe it. You must sacrifice one audience to dominate another..
By comparing the two, the shortcut becomes obvious. You aren't doing less work; you are doing more efficient work.
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