Do you know how your product or service is positioned in the minds of your customers or prospects?

"Al Ries and Jack Trout in Positioning:
The Battle for Your Mind", the book that launched the concept of positioning and caused a major paradigm shift in marketing thinking, define positioning as how you differentiate your product or service in the mind of your customer or prospect. It is where your product or service fits into the marketplace in relation to your competition based on the perception of your customers and prospects.

Your company's position in the market place evolves from the defining characteristics of its product or service; namely, pricing, quality, service, distribution and packaging. It is critical for you to define their market position. If you do not, your competitors will do it for you. Through the initial strategy process or a stand-alone market analysis, at Image Perspective, we seek to discover your unique positioning. Once it is defined, we exploit it to secure a memorable position in the mind of your customers or prospects.

When positioning your company, it is important to consider the following elements: the attributes that differentiate your product or service in the market place, your competition and the demographics of your target market.