Did you know that positioning was created by Trout & Ries back in 1972? Think about how far we've come from then in terms of technology and our understanding of how our bodies and world works.
And yet, we mostly fill out the same time-tested positioning formats and use benefit ladders for our marketing.
Consumers today are looking for brands, services, products and ideas that have a PURPOSE that is relevant and interesting to them. In Clayton Christiansen's words, they hire products to do jobs for them.
And each purpose is a braid of functional, sensory and emotional tasks.
The focus is on how your product can HELP the consumer achieve his or her larger purposes in life. Not on how different your brand is from the other brand.
Learn more. Attend our next webinar by emailing Alexis.Oddson@energyinfuser.com.
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