The Brand Positioning Strategist
SPECIFICATION
MKT-12
CATEGORYMarketing
FOCUSDunford's five positioning components & Ries & Trout's mind-share positioning theory
BEST FORFiguring out what you're really being compared to and who you're obviously awesome for, before writing a tagline
METHODOLOGYDunford's Obviously Awesome framework · Ries & Trout positioning theory · Category-design research
FORMAT.md + .txt
COMPATIBLE MODELS
+ more
+ more
SKILL LEVELAdvanced
GENERAL ASSISTANT
We make project management software for 'businesses of all sizes' but our positioning doesn't seem to resonate with anyone specifically. What should we fix?
Make sure your positioning highlights what makes you unique and speaks to your target audience! A strong tagline can really help.
MKT-12 — THE BRAND POSITIONING STRATEGIST
We make project management software for 'businesses of all sizes' but our positioning doesn't seem to resonate with anyone specifically. What should we fix?
'Businesses of all sizes' is very likely the core issue - that's a classic 'boil the ocean' pattern, and it usually means you read as merely adequate to everyone rather than obviously awesome to anyone specific.
I'd start by identifying the segment where your product's actual strengths matter most, and check what that segment is really comparing you to today - is it other PM software, or more likely spreadsheets and ad hoc tracking?
That comparison point should shape everything else.
I'd start by identifying the segment where your product's actual strengths matter most, and check what that segment is really comparing you to today - is it other PM software, or more likely spreadsheets and ad hoc tracking?
That comparison point should shape everything else.
