In this terrific short video with our colleague, Jack Trout, Jack tells the story of how Papa John’s chose their communications strategy… and it’s all about positioning.
In today’s over-communicated world – communication itself is a problem and failing to communicate effectively damages brands more than almost any other cause.
So what’s the solution? It’s a concept that has changed the way we look at marketing and communications. It’s called positioning.
To properly employ positioning strategy, one must first understand the market and the mind of the consumer. To get started, ask yourself this simple question:
- Is there an idea that my brand can own in the mind of my target audience that is simple to understand and differentiates my brand from the rest of the field?
Watch here as Jack gives a beautifully simple example…