Brand Positioning and Competitors’ Positioning
When was the last time you did an assessment of how your competitors are positioned relative to your product or company?
If you haven't done a competitor positioning assessment recently, you're not alone. It's an element of competitive analysis that is often overlooked.
"Too many companies embark on marketing and advertising as if the competitor's position did not exist. They advertise their products in a vacuum and are disappointed when their messages fail to get through," observe Al Ries and Jack Trout in their marketing classic Positioning: The Battle for your Mind.
Claiming your own unique position can make a big difference in the effectiveness of your marketing and the success of your sales efforts. The decision-making portion of the brain seeks evidence to make a ...