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Positioning should be based on a deep understanding of the competitive landscape from "summary" of Positioning: The Battle for Your Mind by Al Ries,Jack Trout
To be successful in the positioning battle, you must have a comprehensive understanding of the competitive environment in which you operate. This means knowing not only your direct competitors but also those indirect competitors who may pose a threat to your position in the minds of consumers. Understanding the competitive landscape allows you to identify gaps in the market where you can position your product or service effectively. By knowing the strengths and weaknesses of your competitors, you can craft a positioning strategy that highlights your unique selling proposition and sets you apart from the crowd. Without a thorough understanding of the competitive landscape, your positioning efforts are likely to fall flat. You may end up targeting the wrong segment of the market, or promoting attributes that are already well-covered by your competitors. This can lead to confusion among consumers and a dilution of your brand's positioning in their minds. By conducting a detailed analysis of the competitive landscape, you can uncover opportunities to differentiate your brand and create a strong, memorable position in the minds of consumers. This may involve repositioning your product to emphasize a new set of benefits, or finding a niche market that is currently underserved by your competitors. In the fast-paced world of marketing, staying ahead of the competition is crucial. By continually monitoring the competitive landscape and adjusting your positioning strategy accordingly, you can ensure that your brand remains relevant and compelling in the minds of consumers. Remember, positioning is not a one-time event, but an ongoing process that requires constant vigilance and adaptation to succeed.
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