2. Essentials for Effective Positioning Strategies  Substance- must be committed to creating practical value.  Consistency- everything must work in combination to reinforce a perception in the consumer’s eyes.  Simple & Distinctive- communication to the target segment is key.

3. Fundamental Positioning Themes  Benefit Positioning-  Consumers purchase products to derive functional or emotional benefits  Colgate- Fight the Fur Factor Colgate- Fight the Fur Factor

4. Fundamental Positioning Themes  User Positioning-  takes a specific profile of the target user as the focal point of the positioning strategy.  Pepsi- Generation Pepsi- Generation  McDonald's- First Customer McDonald's- First Customer

5. Fundamental Positioning Strategy  Competitive Positioning-  The goal is to use an explicit reference to an existing competitor to help define precisely what the brand can do.  Dollar Shave Club- Free Gift Dollar Shave Club- Free Gift  Apple- Mac vs. PC Apple- Mac vs. PC

6. You Try It!  In a team, you will create an advertisement/skit for a brand using one of the three positioning strategies.  The advertisement/skit must explicitly state the brand name.  The advertisement/skit must have a specific speaking role for each member.  The group must be able to tell which positioning strategy you are using.  The advertisement/skit must be at least 15 seconds long and have a clear opening and closing.

7. Repositioning  Advertising is essential in repositioning.  New features, new styling, new image, and new theme are fundamental to repositioning.  Old Spice- And so it begins Old Spice- And so it begins  A clever ad + smart use of social media can produce a fresh identity, even for a brand that many associate with their grandfather's deodorant. "Old Spice didn't change its logo, it changed the experience," said Marc Shillum, principal at Method, Inc. a consulting agency for brand designs.