US $19.97

Create a Powerful Positioning Strategy

——   Created by Entrepreneur NOW, and Ken Burke

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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

9 mins
Positioning is about Your Customer's Point of View
free preview
2 mins
What Investors are Looking For
3 mins
Ben and Jerry's Case Study
3 mins
Keys to Success
6 mins
The Positioning Framework Overview
5 mins
Step 1 - Create Meaningful Attributes - Part 1
6 mins
Step 1 - Create Meaningful Attributes - Part 2
5 mins
Step 1 - Create Meaningful Attributes - Part 3
2 mins
Viking Cruises - Case Study
5 mins
Step 2 - Custom Attributes
5 mins
Step 3- Evaluate / Rank Attributes
4 mins
Step 4 - Evaluating Positioning Rankings
3 mins
Step 5 - Positioning of Your Attributes
4 mins
Step 6 - Your Positioning Statement
2 mins
Common Mistakes
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About the instructor

Entrepreneur NOW

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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Class benefits

  • Certificate of Completion
  • 30 day satisfaction guarantee
  • 24/7 streaming access
  • Direct teacher access
  • 59m of on-demand video
  • 1 downloadable file
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