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Positioning is an ongoing process, not a onetime event from "summary" of Positioning: The Battle for Your Mind by Al Ries,Jack Trout
The concept of positioning is not something that can be achieved once and then forgotten about. It is an ongoing process that requires constant attention and effort. The marketplace is constantly changing, with new competitors entering the scene, consumer preferences evolving, and technological advancements reshaping the way business is done. In order to remain relevant and competitive, companies must continually evaluate and adjust their positioning strategies. Positioning is all about how a product or service is perceived in the minds of consumers. It is about creating a distinct and desirable place for your brand in the marketplace. This cannot be achieved through a one-time marketing campaign or a single advertisement. It requires a sustained effort to consistently communicate your brand's unique value proposition and differentiate it from competitors. By treating positioning as an ongoing process, companies can adapt to changing market conditions and stay ahead of the competition. This means regularly monitoring consumer trends, competitor activities, and industry developments, and making necessary adjustments to ensure that your brand remains relevant and appealing to consumers. Furthermore, the process of positioning is not limited to just the marketing department. It requires a coordinated effort across the entire organization. Every touchpoint with customers - from product design to customer service - must be aligned with the brand's positioning strategy. This level of commitment and consistency is essential for building a strong brand that resonates with consumers.- Positioning is not a onetime event, but rather a continuous process that requires ongoing attention and effort. By treating positioning as an ongoing process, companies can adapt to changes in the marketplace, stay ahead of the competition, and build a strong and resilient brand that connects with consumers.
