Positioning, or owning a space in the mind of your buyer, is more important today than it was decades ago when Jack Trout and Al Ries introduced the concept.
We’re in the middle of communication revolution, created by technology, but driven by human behavior. As we become over-burdened with information, our minds seek to simply, to categorize and to protect ourselves from stimulus overload. We position everything we encounter that is new, and rarely change that perception after our initial decision.
Agencies and the Fortune 500 have leveraged brand positioning for decades, but it’s still new to many early-career marketers and executives at small to mid-size companies.