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Customer Insight

7 Ways To Generate Ideas From Your Customers

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1. Observe how customers are using your product. Medical device company Medtronic has salespeople and market researchers regularly observe spine surgeons who use their products and competitive products to learn how to improve their own.

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Brand Positioning

Customer Based Brand Positioning

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Brand Strategy Brand Positioning Starbucks

The competition-based perspective of brand positioning emphasizes distinguishing a brand from competing brands on benefits important to customers.

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Brand Positioning

Brand Positioning Statement Analysis

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Brand Strategy Brand Positioning Statement

Judging the adequacy of a brand positioning statement is necessarily a subjective exercise. However, common problems can be avoided if your brand positioning statement passes the following tests:

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Brand Positioning

Brand Positioning Statement Example: Zipcar

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Brand Positioning Statement Zipcar Brand Strategy

When Zipcar was introduced to the market, a competition-based perspective was adopted. The positioning emphasized the superiority of the service in relation to the competitive alternative of owning one’s own car. This approach is captured in the following positioning statement:

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Brand Positioning

Brand Positioning Statement Mandates

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Brand Positioning Statement Mandates

The specific format used when writing a brand positioning statement may vary from company to company. However, in one way or another, a brand positioning statement should answer the following four questions.

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