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Positioning: Finding a Unique Place in the Consumer's Mind
Only one, or perhaps two companies have any chance of real success in any business category. Not the first brand to market, but the first brand into the consumer's mind gets about twice the long-term market share as number two. There is very little to be shared with the rest of the field. If number three tries to go head-to-head with the leaders, they may struggle and survive, but they will seldom prosper. Obviously, we cannot all be industry leaders so how can the rest succeed?
First, remember you must be first in the consumer's mind in a business category, not first in an industry. Volvo is far from the automotive industry leader, but they own the safe automobile category. Miller beer was an also-ran until it invented the category, "light beer," now their Miller Light product owns that category. Miller Light was not the first light beer, but they were the first to create the category in the consumer's mind.
While it is a gross oversimplification, positioning is essentially finding an unoccupied niche, or segment within your market and occupying it first in the consumer's mind. The William Kerr Agency can help your organization:
- Identify your unique selling position.
- Occupy that position first in your prospect's mind.
- Dominate your newly created market segment.
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Save yourself the pain and frustration of expensive, ineffective marketing. Contact us today and see for yourself what world-class, Aspirin-Free Marketing™ can do for your business.
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