{"id":11375,"date":"2018-02-19T07:43:15","date_gmt":"2018-02-19T07:43:15","guid":{"rendered":"http:\/\/visakanv.com\/marketing\/?p=11375"},"modified":"2020-09-22T15:39:05","modified_gmt":"2020-09-22T15:39:05","slug":"positioning","status":"publish","type":"post","link":"https:\/\/visakanv.com\/marketing\/positioning\/","title":{"rendered":"Marketing is fundamentally about positioning"},"content":{"rendered":"<p>&#8220;Marketing = positioning + gruntwork&#8221;. I see a lot of discussions about gruntwork (tactics, &#8220;hacks&#8221;, etc) but not a lot about positioning. Getting the positioning right is actually the #1 thing. Get it right and it&#8217;s obvious what to do next. Otherwise tactics will fail you.<\/p>\n<p><a href=\"http:\/\/visakanv.com\/marketing\/wp-content\/uploads\/2018\/02\/iphone-positioning.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-11376 size-large aligncenter\" src=\"http:\/\/visakanv.com\/marketing\/wp-content\/uploads\/2018\/02\/iphone-positioning-1024x568.jpg\" alt=\"\" width=\"770\" height=\"427\" srcset=\"https:\/\/visakanv.com\/marketing\/wp-content\/uploads\/2018\/02\/iphone-positioning-1024x568.jpg 1024w, https:\/\/visakanv.com\/marketing\/wp-content\/uploads\/2018\/02\/iphone-positioning-300x167.jpg 300w, https:\/\/visakanv.com\/marketing\/wp-content\/uploads\/2018\/02\/iphone-positioning-768x426.jpg 768w, https:\/\/visakanv.com\/marketing\/wp-content\/uploads\/2018\/02\/iphone-positioning.jpg 1200w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/a><\/p>\n<p>Positioning is <em>framing<\/em>. About determining how the world (you, your team, the media, your customers, your competitors) are going to perceive your product. About defining the parameters on which your product will be compared. About isolating the qualities that differentiate you.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">80% of pricing is positioning <a href=\"https:\/\/t.co\/zm228jYE87\">https:\/\/t.co\/zm228jYE87<\/a><\/p>\n<p>&mdash; Visakan Veerasamy (@visakanv) <a href=\"https:\/\/twitter.com\/visakanv\/status\/872125787117412353?ref_src=twsrc%5Etfw\">June 6, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Am really appreciating Reebok&#39;s latest marketing \/ positioning: <a href=\"https:\/\/t.co\/E1zKjt16Xi\">https:\/\/t.co\/E1zKjt16Xi<\/a><\/p>\n<p>&mdash; Visakan Veerasamy (@visakanv) <a href=\"https:\/\/twitter.com\/visakanv\/status\/886528992945123328?ref_src=twsrc%5Etfw\">July 16, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>&nbsp;<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">great positioning for this article <a href=\"https:\/\/t.co\/IroaM6qJsP\">https:\/\/t.co\/IroaM6qJsP<\/a><\/p>\n<p>&mdash; Visakan Veerasamy (@visakanv) <a href=\"https:\/\/twitter.com\/visakanv\/status\/904328188360220679?ref_src=twsrc%5Etfw\">September 3, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">The Body Shop has great positioning and copywriting <a href=\"https:\/\/t.co\/ajU9HtKatP\">pic.twitter.com\/ajU9HtKatP<\/a><\/p>\n<p>&mdash; Visakan Veerasamy (@visakanv) <a href=\"https:\/\/twitter.com\/visakanv\/status\/937326313605435392?ref_src=twsrc%5Etfw\">December 3, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;Marketing = positioning + gruntwork&#8221;. I see a lot of discussions about gruntwork (tactics, &#8220;hacks&#8221;, etc) but not a lot&hellip;<\/p>\n","protected":false},"author":1,"featured_media":11376,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[52],"tags":[],"class_list":["post-11375","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-concepts"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/visakanv.com\/marketing\/wp-content\/uploads\/2018\/02\/iphone-positioning.jpg","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p5wrnV-2Xt","_links":{"self":[{"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/posts\/11375","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/comments?post=11375"}],"version-history":[{"count":4,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/posts\/11375\/revisions"}],"predecessor-version":[{"id":11604,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/posts\/11375\/revisions\/11604"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/media\/11376"}],"wp:attachment":[{"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/media?parent=11375"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/categories?post=11375"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/tags?post=11375"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}