Create a Powerful Positioning Strategy

——   Created by Entrepreneur NOW, and Ken Burke

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Course
16
Lessons
59m
Lesson time
all
Skill levels
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More about this course

How do your customers see you? Market positioning is at the intersection of your offering and your customers – in the form of both the promise you make in the form of messaging, and customer perceptions of how well you deliver on that promise. Your goal is to uniquely claim a niche in the marketplace that encapsulates the value you deliver to your audience. To help define your claim, this course provides a six-step framework for honing your positioning. 

You’ll examine the facets of your business to find the elements you deliver that resonate most with customers, use starter wording templates as a jumping-off point, and validate your work with seven key criteria. Multiple examples from product, technology, and service companies are discussed throughout – including how poor repositioning of one of American’s best-known brands damaged the company. 

Workshop exercises will guide you through creation of positioning statements that will form the basis of your marketing and messaging strategy at launch and beyond.

You will learn:

  • What cues can I take from my product or service offering to inform my positioning?
  • What other elements of my business plan and strategy are affected by positioning?
  • How do companies I know position themselves?
  • What role does competition play in positioning?
  • How can I identify which elements of the business to emphasize for positioning?
  • How can I find out what matters to customers about my offering?

16 Lessons

0:08:06
Positioning is about Your Customer's Point of View
free preview
0:01:33
What Investors are Looking For
0:02:03
Ben and Jerry's Case Study
0:02:49
Keys to Success
0:05:33
The Positioning Framework Overview
0:04:35
Step 1 - Create Meaningful Attributes - Part 1
0:05:30
Step 1 - Create Meaningful Attributes - Part 2
0:04:41
Step 1 - Create Meaningful Attributes - Part 3
0:01:52
Viking Cruises - Case Study
0:04:07
Step 2 - Custom Attributes
0:04:11
Step 3- Evaluate / Rank Attributes
0:03:17
Step 4 - Evaluating Positioning Rankings
0:02:10
Step 5 - Positioning of Your Attributes
0:03:57
Step 6 - Your Positioning Statement
0:01:47
Common Mistakes
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Class benefits

  • Certificate of Completion
  • 14 day free trial
  • 24/7 streaming access
  • Teacher Q&A
  • 59m of on-demand video
  • 1 downloadable file
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About the instructor

Educating entrepreneurs on how to create, run and grow their businesses with highly curated video-based content, learning tools & live mentoring.

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