Vía Marketing guide
Your product is one among millions.
With so many products, why should a customer choose yours?
Positioning answers this question.

A product’s “position” is the place it occupies in the customer’s mind.
All products have a position—
even if it’s the position of “unfamiliar” or “irrelevant to me” or “not very good”.
Successful products are both relevant and highly ranked.
They stand out. They have a unique position.
The purpose of “positioning” is to create and articulate what makes your product unique.

A key step in positioning is writing a positioning statement.
Let’s start with a template based on the classic positioning structure
used by Procter and Gamble:

Or if you want to be really succinct, use this one by Marty Neumeier:

Good positioning statements reflect good positioning.
So what is good positioning? Here are five traits:

1. Unique

Your positioning must be unique.
It must not already be owned by another company.

If you want to be the best but someone else is already the best,
you must find or make another space to own.

Imagine you’ve created a new soft drink.
You want to position it as the number one soft drink in the world.
Unfortunately, Coca Cola already owns that position in the customer’s mind.
Knocking Coca-Cola from that position is impossible.
Pepsi can’t even do it.
So what do you do? Find an open space:
What do customers drink if they don’t want cola? Hmmm.
Instead of being the leader of all soft drinks,
you position your new drink as the best alternative to all colas.
That’s the story of 7up, the “uncola”…

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