Definition

According to Al Ries and Jack Trout, “Positioning is not what you do to a product; it is what you do to the mind of the prospect.”

Introduction

Positioning defines where your brand stands in the consumer’s mind relative to competitors. Repositioning happens when perception no longer fits market realities.

Explanation

1️⃣ Identify Unique Value – what makes the brand distinctive.
2️⃣ Define Target Audience – who it’s for.
3️⃣ Craft a Positioning Statement – clear promise of benefit.
4️⃣ Reposition When Needed – adapt to new consumer trends or technology shifts.

Key Takeaways

Positioning = perception management.

Repositioning revives aging brands.

Consistency across touchpoints reinforces position.

Real-World Case

Old Spice successfully repositioned from “your grandfather’s deodorant” to a modern, humorous men’s brand through viral campaigns.
Reference: https://www.oldspice.com