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What are some great examples of product positioning statements?
Please provide specific examples and reasons why the statements are effective.
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5 Answers
Microsoft's tagline can also act as a positioning statement: "A computer on every desk and in every home." This brief statement explains the company's purpose and objective - the target market is referenced as well as the product.
Here are some good articles on developing a positioning statement, also known as a brand positioning statement:
http://www.businessburrito.com/positioning-statement.html
http://www.brandeo.com/positioning%20statement
Hi Andrew,
I just published a book on this - "Marketing Concepts that Win!" Save Time, Money, and Work Crafting them Right the First Time." It will tell you everything you need to know about positioning a product/service.
Martha Guidry, The Rite Concept
7up, the "uncola"
Avis - "We try harder" (admitting the fact they where positioned 2nd in the market)
I'm not sure what kind of product you're trying to position. The great examples Dennis provided are for a B2C product. I've always loved the Avis positioning he mentions. In a B2B technology sales environment, the best positioning statement is the one your customer uses when trying to sell internal stakeholders on why they should select your product.
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