What is Positioning and why should you care?

I describe myself as a positioning expert when people ask me what I do. This usually prompts the question “What exactly do you mean by positioning?” You aren’t alone if you aren’t totally clear what positioning is all about – even senior marketers struggle to define...

Everything You Know About Positioning Is Wrong

Positioning as a concept has been around since 1969 when it was first introduced by Jack Trout. The idea became mainstream marketing knowledge after Ries and Trout published “Positioning: The Battle for Your Mind” in the early 80’s and marketers have been taught this...

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