Remember, the goal of positioning is to create and occupy a space inside the target customers’ head. Now, as we already noted, people are very conservative about what they let you do inside their head. One of the things they do not like is for you to take up too much space. This means they will use a kind of shorthand reference: Mercedes (“top-of-the-line, conservative”), BMW (“upscale performance sedan, yuppie”), Cadillac (“American top-of-the-line, tired”), Lexus (“New kid on the block, current best buy”). That’s all the space you get for your primary differentiation statement. It’s like a
...more
