The logic of the theory and the cases are easy to understand. If the positioning theory is regarded as a product, then the marketing of this product is also very consistent with the positioning theory. Readers have limited minds and hate complexity: Positioning Theory uses 22 books to repeat the same set of ideas. The examples are all a routine - those who focus on category differentiation win, and those who integrate diverse categories lose. The strategy is to focus on differentiation.
Occupy and lead a category: Positioning Theory focuses on the differentiated highlands of the consumer mind, known as "the concept that has ever had the greatest impact on American marketing." Simple elaboration means lack of Bulk SMS Service qualifications and complete thinking framework. The result is either distorted communication and forced extension, or ignoring the complexity of business and encountering unexpected risks. In the business and marketing world, positioning is like a cloud, brand positioning, strategic positioning, product positioning, user positioning, and market positioning.
In fact, many positioning experts say far beyond the original meaning of the two masters Trout and Rees. When someone points out that there are flaws in the positioning theory, there are positioning experts who stand out and criticize you for not understanding positioning and saying that your understanding is narrow. Because critics refer to the original meaning of positioning theory, and positioning experts refer to the incomparably vast positioning that has been forcibly extended and generalized. (Where is the positioning, it is simply a golden hoop, which can determine the four seas and eight wastes) The real value of positioning theory is no more than two points, but it is of great significance: The positioning theory is the first to introduce the consumer's mind into the marketing field, which is different from the theories based on the perspectives of enterprises and industrial chains proposed by other masters. Positioning theory proposes a way to capture the minds of consumers by focusing on and leading a category through differentiated brand positioning. As a marketing theory, we don't need to criticize how wrong the positioning theory is, after all, any method has applicable boundaries.