Chapter Overview

Clear and distinctive positioning that differentiates a product from others with which it competes is usually essential for developing a winning marketing strategy.
The positioning process outlined in this chapter helps decision makers choose a position that maximizes their chance of establishing sustainable competitive advantage.
Distinctive and intense positioning is best accomplished when based on one or at most two attributes. More are likely to be confusing to customers.
Writing clear and succinct positioning statements or value propositions can play an important role in ensuring effective development and execution of a marketing strategy. This chapter provides templates for writing these materials.

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