Part 7 – The “UNLIKE [the primary alternative]” element from the positioning statement

The Primary Competitor or Alternative I’ve been looking at the positioning statement In this series of blogs.  This entry will focus on the UNLIKE [the primary alternative or competitor] element. So just to recap here we’re constructing a natural language statement that captures a number of key strategic marketing positioning elements.  This particular element in […]

Part 5 – The “IS A [product category]” element from the positioning statement

Product Category Continuing this series of blogs where we are looking at the positioning statement format that Lustratus uses in our REPAMA research methodology.  In this blog entry we’re going to look at one of the elements that usually, but not necessarily, picks itself.  This entry is looking at the “IS A [product category]” element […]

Part 4 – The “OUR [product name]” element from the positioning statement

The Our Product Element In this series of blogs we’re looking at the elements of the positioning statement format that Lustratus uses in our REPAMA research methodology. In this entry I’m going to tackle one of the easier elements, where little specific planning or strategy is needed.  Here we’re looking at the “Our [product name]” […]

Part 1 – The positioning statement

Positioning Happy 2009! I’ve been in debate with a number of correspondents about the layout and format of the positioning statement that we use in the Lustratus REPAMA-based research.  So I’m going to dedicate the next few blog entries to the positioning statement.  I hope to answer the following questions. What is the positioning statement? […]