The Marketing HIGH GROUND series: Positioning Statements: A guidebook on how to build, critique, and defend a positioning statement

This mini-guidebook is all about building, critiquing, and defending a POSITIONING STATEMENT -- a critical tool for creating focused and impactful integrated marketing campaigns and programs. The POSITIONING STATEMENT is the tool marketers depend on most to help them clearly and succinctly communicate how and why their product or service is best. Whether you are launching a company, releasing a new product, or executing a new advertising campaign, the positioning statement is critical for the success of your marketing efforts. Without it, marketing and sales teams will not be aligned and your messaging will only add to the noise and confusion in the marketplace. This tool is a seemingly simple fill-in-the-blanks sentence that clearly summarizes your target audience and the problem they are trying to solve, the most relevant benefits your product offers, and how and why your product is best when compared to the nearest competitive alternatives. But don't be fooled; creating a good positioning statement requires focus and direction. This action-oriented guidebook offers the technique, template, and examples to lead you to the marketing high ground.