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July 30, 2004
Positioning Statements: A loaded gun
In a recent entry, Market Ramsey at Radio Marketing Nexus asks "Do Positioning Statements Kill?" To which I respond (not trying to sound like the NRA): Positioning is like a weapon, in the wrong hands it can kill, in the right hands it can save your life. That said, Mark Ramsey and Tom Asacker have an important point... that beautifully written slogans are really not the answer. They can be the bane of good marketing, and a huge waste of time. Which made me think of this week's quotes:
"The best ad is a good product."
- Alan H. Meyer
"A great ad campaign will make a bad product fail faster. It will get more people to know it's bad."
- Bill Bernbach
Nonetheless, I think it's important to make a distinction between "positioning" and "positioning statements." Frankly, if you don't figure out your positioning (unique promise, to a select target, relative to alternatives) before you do a bunch of marketing, you are bound to fail no matter how good your product is.
Posted by johnza at July 30, 2004 12:34 PM
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Comments
In fact, you've given me an idea for an article! Thanks!
Posted by: Mark Ramsey at July 31, 2004 08:59 PM
Great point! I agree!
Posted by: Mark Ramsey at July 31, 2004 08:53 PM
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