If you are like most people, you are able to quickly and easily match the brand names below to the simple idea associated with them. In some cases, ideas come down to a single word. Kleenex = Tissue Heinz=Ketchup Volvo=Safety Crest = Fights Cavities The object of branding is to create awareness by connecting your brand name to a single motivating idea or concept and make it stick in the mind of the consumer. What is Positioning? A Simple Definition Positioning is simply concentrating or focusing on an idea – or even a word – that defines (and thus, differentiates) the organization (or product, or service, or concept, etc.) in the mind of its prospects. Why positioning? Today’s marketplace is no longer responsive to the kind of advertising that worked in the past. There are just too many products, too many companies, and too much marketing “noise.” In this over-communi...
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