intensive brand positioning program season 2 all …€¦ · introduction • in our last live call...
TRANSCRIPT
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INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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Quick Intro / Recap
Preparing For Your Category Class
Next Time
Unbinding and Binding
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
SEASON 2LESSON #11AGENDA
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INTRODUCTION
• In Our Last Live Call I Presented My Workflow and Worksheet
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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INTRODUCTION
• In Our Last Live Call I Presented My Workflow and Worksheet
• For defining our Positioning Platform
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
![Page 5: INTENSIVE BRAND POSITIONING PROGRAM SEASON 2 All …€¦ · INTRODUCTION • In Our Last Live Call I Presented My Workflow and Worksheet • For defining our Positioning Platform](https://reader035.vdocuments.us/reader035/viewer/2022071117/6001b77c607383441459a050/html5/thumbnails/5.jpg)
INTRODUCTION
• In Our Last Live Call I Presented My Workflow and Worksheet
• For defining our Positioning Platform
• But Before We Can Set a Positioning Platform, We Really Should Define
Our Category Class
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
![Page 6: INTENSIVE BRAND POSITIONING PROGRAM SEASON 2 All …€¦ · INTRODUCTION • In Our Last Live Call I Presented My Workflow and Worksheet • For defining our Positioning Platform](https://reader035.vdocuments.us/reader035/viewer/2022071117/6001b77c607383441459a050/html5/thumbnails/6.jpg)
INTRODUCTION
• In Our Last Live Call I Presented My Workflow and Worksheet
• For defining our Positioning Platform
• But Before We Can Set a Positioning Platform, We Really Should Define
Our Category Class
• Based on the Positioning Venn and the ‘Sweet Spot’ Venn and using the
Elements in The Positioning Matrix (Elements AND Environment!)
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
![Page 7: INTENSIVE BRAND POSITIONING PROGRAM SEASON 2 All …€¦ · INTRODUCTION • In Our Last Live Call I Presented My Workflow and Worksheet • For defining our Positioning Platform](https://reader035.vdocuments.us/reader035/viewer/2022071117/6001b77c607383441459a050/html5/thumbnails/7.jpg)
INTRODUCTION
• In Our Last Live Call I Presented My Workflow and Worksheet
• For defining our Positioning Platform
• But Before We Can Set a Positioning Platform, We Really Should Define
Our Category Class
• Based on the Positioning Venn and the ‘Sweet Spot’ Venn and using the
Elements in The Positioning Matrix (Elements AND Environment!)
• Our Target and Their Needs / Pain Points
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
![Page 8: INTENSIVE BRAND POSITIONING PROGRAM SEASON 2 All …€¦ · INTRODUCTION • In Our Last Live Call I Presented My Workflow and Worksheet • For defining our Positioning Platform](https://reader035.vdocuments.us/reader035/viewer/2022071117/6001b77c607383441459a050/html5/thumbnails/8.jpg)
INTRODUCTION
• In Our Last Live Call I Presented My Workflow and Worksheet
• For defining our Positioning Platform
• But Before We Can Set a Positioning Platform, We Really Should Define
Our Category Class
• Based on the Positioning Venn and the ‘Sweet Spot’ Venn and using the
Elements in The Positioning Matrix (Elements AND Environment!)
• Our Target and Their Needs / Pain Points
• Our Competitors and Their Positioning ‘Promise’
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
![Page 9: INTENSIVE BRAND POSITIONING PROGRAM SEASON 2 All …€¦ · INTRODUCTION • In Our Last Live Call I Presented My Workflow and Worksheet • For defining our Positioning Platform](https://reader035.vdocuments.us/reader035/viewer/2022071117/6001b77c607383441459a050/html5/thumbnails/9.jpg)
INTRODUCTION
• In Our Last Live Call I Presented My Workflow and Worksheet
• For defining our Positioning Platform
• But Before We Can Set a Positioning Platform, We Really Should Define
Our Category Class
• Based on the Positioning Venn and the ‘Sweet Spot’ Venn and using the
Elements in The Positioning Matrix (Elements AND Environment!)
• Our Target and Their Needs / Pain Points
• Our Competitors and Their Positioning ‘Promise’
• Our Own Positioning Promise
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
![Page 10: INTENSIVE BRAND POSITIONING PROGRAM SEASON 2 All …€¦ · INTRODUCTION • In Our Last Live Call I Presented My Workflow and Worksheet • For defining our Positioning Platform](https://reader035.vdocuments.us/reader035/viewer/2022071117/6001b77c607383441459a050/html5/thumbnails/10.jpg)
INTRODUCTIONTHE SWEET SPOT VENN
OBJECTIVE:
PRESENT A UNIQUE
POSITIONING (TO INFLUENCE
YOUR TARGET IN FAVOR OF YOUR
BRAND)
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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INTRODUCTIONTHE SWEET SPOT VENN
OBJECTIVE:
PRESENT A UNIQUE
POSITIONING (TO INFLUENCE
YOUR TARGET IN FAVOR OF YOUR
BRAND)
EFFECTIVELY DE-POSITION THE
BENEFIT PROMISED BY YOUR
COMPETITORS
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
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INTRODUCTIONTHE SWEET SPOT VENN
OBJECTIVE:
PRESENT A UNIQUE
POSITIONING (TO INFLUENCE
YOUR TARGET IN FAVOR OF YOUR
BRAND)
EFFECTIVELY DE-POSITION THE
BENEFIT PROMISED BY YOUR
COMPETITORS
CREATE A CATEGORY CLASS
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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A FEW INITIAL CONCEPTS
• A Few Initial Concepts Will Help Us Navigate The Complexities of
Defining Our Own ‘Sweet Spot’, and How Best to Accomplish Our MOST
IMPORTANT OBJECTIVE:
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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A FEW INITIAL CONCEPTS
• A Few Initial Concepts Will Help Us Navigate The Complexities of
Defining Our Own ‘Sweet Spot’, and How Best to Accomplish Our MOST
IMPORTANT OBJECTIVE:
• DE-POSITION OUR COMPETITORS
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
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CONCEPT 1: NAIL THE DE-POSITIONING FIRST
• It May Appear Easy to State Our Pro-Active Positioning Promise, Since It’s
Based on Something We Already Know Very Well: Our Own Brand and What It
Offers
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
![Page 16: INTENSIVE BRAND POSITIONING PROGRAM SEASON 2 All …€¦ · INTRODUCTION • In Our Last Live Call I Presented My Workflow and Worksheet • For defining our Positioning Platform](https://reader035.vdocuments.us/reader035/viewer/2022071117/6001b77c607383441459a050/html5/thumbnails/16.jpg)
CONCEPT 1: NAIL THE DE-POSITIONING FIRST
• It May Appear Easy to State Our Pro-Active Positioning Promise, Since It’s
Based on Something We Already Know Very Well: Our Own Brand and What It
Offers
• BUT… If we don’t define our DE-POSITIONING factor first, we’ll likely have
to retrofit our Positioning
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
![Page 17: INTENSIVE BRAND POSITIONING PROGRAM SEASON 2 All …€¦ · INTRODUCTION • In Our Last Live Call I Presented My Workflow and Worksheet • For defining our Positioning Platform](https://reader035.vdocuments.us/reader035/viewer/2022071117/6001b77c607383441459a050/html5/thumbnails/17.jpg)
CONCEPT 1: NAIL THE DE-POSITIONING FIRST
• It May Appear Easy to State Our Pro-Active Positioning Promise, Since It’s
Based on Something We Already Know Very Well: Our Own Brand and What It
Offers
• BUT… If we don’t define our DE-POSITIONING factor first, we’ll likely have
to retrofit our Positioning
• So we need to define our strongest DE-POSITIONING avenue first
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
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CONCEPT 1: NAIL THE DE-POSITIONING FIRST
• It May Appear Easy to State Our Pro-Active Positioning Promise, Since It’s
Based on Something We Already Know Very Well: Our Own Brand and What It
Offers
• BUT… If we don’t define our DE-POSITIONING factor first, we’ll likely have
to retrofit our Positioning
• So we need to define our strongest DE-POSITIONING avenue first
• And we can ONLY do this based on understanding THREE THINGS:
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
![Page 19: INTENSIVE BRAND POSITIONING PROGRAM SEASON 2 All …€¦ · INTRODUCTION • In Our Last Live Call I Presented My Workflow and Worksheet • For defining our Positioning Platform](https://reader035.vdocuments.us/reader035/viewer/2022071117/6001b77c607383441459a050/html5/thumbnails/19.jpg)
CONCEPT 1: NAIL THE DE-POSITIONING FIRST
• It May Appear Easy to State Our Pro-Active Positioning Promise, Since It’s
Based on Something We Already Know Very Well: Our Own Brand and What It
Offers
• BUT… If we don’t define our DE-POSITIONING factor first, we’ll likely have
to retrofit our Positioning
• So we need to define our strongest DE-POSITIONING avenue first
• And we can ONLY do this based on understanding THREE THINGS:
• Our target’s needs and pain points
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
![Page 20: INTENSIVE BRAND POSITIONING PROGRAM SEASON 2 All …€¦ · INTRODUCTION • In Our Last Live Call I Presented My Workflow and Worksheet • For defining our Positioning Platform](https://reader035.vdocuments.us/reader035/viewer/2022071117/6001b77c607383441459a050/html5/thumbnails/20.jpg)
CONCEPT 1: NAIL THE DE-POSITIONING FIRST
• It May Appear Easy to State Our Pro-Active Positioning Promise, Since It’s
Based on Something We Already Know Very Well: Our Own Brand and What It
Offers
• BUT… If we don’t define our DE-POSITIONING factor first, we’ll likely have
to retrofit our Positioning
• So we need to define our strongest DE-POSITIONING avenue first
• And we can ONLY do this based on understanding THREE THINGS:
• Our target’s needs and pain points
• What our competitors are offering to solve these
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
![Page 21: INTENSIVE BRAND POSITIONING PROGRAM SEASON 2 All …€¦ · INTRODUCTION • In Our Last Live Call I Presented My Workflow and Worksheet • For defining our Positioning Platform](https://reader035.vdocuments.us/reader035/viewer/2022071117/6001b77c607383441459a050/html5/thumbnails/21.jpg)
CONCEPT 1: NAIL THE DE-POSITIONING FIRST
• It May Appear Easy to State Our Pro-Active Positioning Promise, Since It’s
Based on Something We Already Know Very Well: Our Own Brand and What It
Offers
• BUT… If we don’t define our DE-POSITIONING factor first, we’ll likely have
to retrofit our Positioning
• So we need to define our strongest DE-POSITIONING avenue first
• And we can ONLY do this based on understanding THREE THINGS:
• Our target’s needs and pain points
• What our competitors are offering to solve these
• Where is their vulnerability
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
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CONCEPT 2: UNBINDING
• Unless You Invent Something Completely Brand New, You Are Not the ONLY
Brand (or Product or Service) Offering What You Are Offering
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 2: UNBINDING
• Unless You Invent Something Completely Brand New, You Are Not the ONLY
Brand (or Product or Service) Offering What You Are Offering
• So you have competitors
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 2: UNBINDING
• Unless You Invent Something Completely Brand New, You Are Not the ONLY
Brand (or Product or Service) Offering What You Are Offering
• So you have competitors and these competitors are offering something
that your desired targets are currently using, buying or considering
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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![Page 25: INTENSIVE BRAND POSITIONING PROGRAM SEASON 2 All …€¦ · INTRODUCTION • In Our Last Live Call I Presented My Workflow and Worksheet • For defining our Positioning Platform](https://reader035.vdocuments.us/reader035/viewer/2022071117/6001b77c607383441459a050/html5/thumbnails/25.jpg)
CONCEPT 2: UNBINDING
• Unless You Invent Something Completely Brand New, You Are Not the ONLY
Brand (or Product or Service) Offering What You Are Offering
• So you have competitors and these competitors are offering something
that your desired targets are currently using, buying or considering
• And for whatever reasons they have, your targets feel that their needs or
pain points are being addressed as best as possible
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
![Page 26: INTENSIVE BRAND POSITIONING PROGRAM SEASON 2 All …€¦ · INTRODUCTION • In Our Last Live Call I Presented My Workflow and Worksheet • For defining our Positioning Platform](https://reader035.vdocuments.us/reader035/viewer/2022071117/6001b77c607383441459a050/html5/thumbnails/26.jpg)
CONCEPT 2: UNBINDING
• Unless You Invent Something Completely Brand New, You Are Not the ONLY
Brand (or Product or Service) Offering What You Are Offering
• So you have competitors and these competitors are offering something
that your desired targets are currently using or buying
• And for whatever reasons they have, your targets feel that their needs or
pain points are being addressed as best as possible
• So YOUR job is to convince them otherwise
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 2: UNBINDING
• Unless You Invent Something Completely Brand New, You Are Not the ONLY
Brand (or Product or Service) Offering What You Are Offering
• So you have competitors and these competitors are offering something
that your desired targets are currently using or buying
• And for whatever reasons they have, your targets feel that their needs or
pain points are being addressed as best as possible
• So YOUR job is to convince them otherwise
• And get them to “un-bind” themselves from your competitors
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 2: UNBINDING
• The ‘Binding’ Between Your Target and Your Competitors Occurs in the Mind
of Your Target
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 2: UNBINDING
• The ‘Binding’ Between Your Target and Your Competitors Occurs in the Mind
of Your Target
• THIS IS WHY YOU DON’T BUILD YOUR BRAND, YOUR CUSTOMERS or
CLIENTS BUILD YOUR BRAND
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 2: UNBINDING
• The ‘Binding’ Between Your Target and Your Competitors Occurs in the Mind
of Your Target
• THIS IS WHY YOU DON’T BUILD YOUR BRAND, YOUR CUSTOMERS or
CLIENTS BUILD YOUR BRAND
• IT ALL HAPPENS IN THEIR MINDS
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 2: UNBINDING
• The ‘Binding’ Between Your Target and Your Competitors Occurs in the Mind
of Your Target
• THIS IS WHY YOU DON’T BUILD YOUR BRAND, YOUR CUSTOMERS or
CLIENTS BUILD YOUR BRAND
• IT ALL HAPPENS IN THEIR MINDS
• And if They are ‘Bound’ to Your Competitor, They are NOT FREE to Shift Brand
Allegiance to Your Brand
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 2: UNBINDING
• The ‘Binding’ Between Your Target and Your Competitors Occurs in the Mind
of Your Target
• THIS IS WHY YOU DON’T BUILD YOUR BRAND, YOUR CUSTOMERS or
CLIENTS BUILD YOUR BRAND
• IT ALL HAPPENS IN THEIR MINDS
• And if They are ‘Bound’ to Your Competitor, They are NOT FREE to Shift Brand
Allegiance to Your Brand
• So you need to ‘UN-BIND’ them from your competitors
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 2: UNBINDING
• The ‘Binding’ Between Your Target and Your Competitors Occurs in the Mind
of Your Target
• THIS IS WHY YOU DON’T BUILD YOUR BRAND, YOUR CUSTOMERS or
CLIENTS BUILD YOUR BRAND
• IT ALL HAPPENS IN THEIR MINDS
• And if They are ‘Bound’ to Your Competitor, They are NOT FREE to Shift Brand
Allegiance to Your Brand
• So you need to ‘UN-BIND’ them from your competitors
• THIS ALL HAPPENS IN THEIR MINDS
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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DE-POSITIONING = UNBINDING
• It’s the DE-POSITIONING Aspect That Effects the UNBINDING
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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DE-POSITIONING = UNBINDING
• It’s the DE-POSITIONING Aspect That Effects the UNBINDING
• And they HAVE to be ‘UNBOUND’ before they can be ‘NEWLY BOUND’ to
your brand or product or service
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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DE-POSITIONING = UNBINDING
• It’s the DE-POSITIONING Aspect That Effects the UNBINDING
• And they HAVE to be ‘UNBOUND’ before they can be ‘NEWLY BOUND’ to
your brand or product or service
• THIS IS WHY WE HAVE TO NAIL THE DE-POSITIONING FIRST
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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DE-POSITIONING = UNBINDING
• It’s the DE-POSITIONING Aspect That Effects the UNBINDING
• And they HAVE to be ‘UNBOUND’ before they can be ‘NEWLY BOUND’ to
your brand or product or service
• THIS IS WHY WE HAVE TO NAIL THE DE-POSITIONING FIRST
• And why the De-Positioning is the aspect that makes Positioning work
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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DE-POSITIONING = UNBINDING
• It’s the DE-POSITIONING Aspect That Effects the UNBINDING
• And they HAVE to be ‘UNBOUND’ before they can be ‘NEWLY BOUND’ to
your brand or product or service
• THIS IS WHY WE HAVE TO NAIL THE DE-POSITIONING FIRST
• And why the De-Positioning is the aspect that makes Positioning work
• And we Already Know that De-Positioning Results from Either
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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DE-POSITIONING = UNBINDING
• It’s the DE-POSITIONING Aspect That Effects the UNBINDING
• And they HAVE to be ‘UNBOUND’ before they can be ‘NEWLY BOUND’ to
your brand or product or service
• THIS IS WHY WE HAVE TO NAIL THE DE-POSITIONING FIRST
• And why the De-Positioning is the aspect that makes Positioning work
• And we Already Know that De-Positioning Results from Either
• DOUBT
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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DE-POSITIONING = UNBINDING
• It’s the DE-POSITIONING Aspect That Effects the UNBINDING
• And they HAVE to be ‘UNBOUND’ before they can be ‘NEWLY BOUND’ to
your brand or product or service
• THIS IS WHY WE HAVE TO NAIL THE DE-POSITIONING FIRST
• And why the De-Positioning is the aspect that makes Positioning work
• And we Already Know that De-Positioning Results from Either
• DOUBT
• DISSATISFACTION
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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DE-POSITIONING = UNBINDING
• It’s the DE-POSITIONING Aspect That Effects the UNBINDING
• And they HAVE to be ‘UNBOUND’ before they can be ‘NEWLY BOUND’ to
your brand or product or service
• THIS IS WHY WE HAVE TO NAIL THE DE-POSITIONING FIRST
• And why the De-Positioning is the aspect that makes Positioning work
• And we Already Know that De-Positioning Results from Either
• DOUBT
• DISSATISFACTION
• So We Look For Competitor Vulnerabilities to Seed the ‘UNBINDING’
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 3: LET THEM UNBIND THEMSELVES
• Since ‘UnBinding’ (the Process Where Your Target Disconnects From the
Level of Confidence They Have in Their Current Choice of Brand, Product
or Service) Happens in Their Mind
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 3: LET THEM UNBIND THEMSELVES
• Since ‘UnBinding’ (the Process Where Your Target Disconnects From the
Level of Confidence They Have in Their Current Choice of Brand, Product
or Service) Happens in Their Mind
• You cannot FORCE it
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 3: LET THEM UNBIND THEMSELVES
• Since ‘UnBinding’ (the Process Where Your Target Disconnects From the
Level of Confidence They Have in Their Current Choice of Brand, Product
or Service) Happens in Their Mind
• You cannot FORCE it
• But you CAN TRIGGER it
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 3: LET THEM UNBIND THEMSELVES
• Since ‘UnBinding’ (the Process Where Your Target Disconnects From the
Level of Confidence They Have in Their Current Choice of Brand, Product
or Service) Happens in Their Mind
• You cannot FORCE it
• But you CAN TRIGGER it
• And you can do this most effectively by sparking the process in their mind
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 3: LET THEM UNBIND THEMSELVES
• Since ‘UnBinding’ (the Process Where Your Target Disconnects From the
Level of Confidence They Have in Their Current Choice of Brand, Product
or Service) Happens in Their Mind
• You cannot FORCE it
• But you CAN TRIGGER it
• And you can do this most effectively by sparking the process in their mind
• Pose a question that results in the answer you want them to come to
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 3: LET THEM UNBIND THEMSELVES
• Since ‘UnBinding’ (the Process Where Your Target Disconnects From the
Level of Confidence They Have in Their Current Choice of Brand, Product
or Service) Happens in Their Mind
• You cannot FORCE it
• But you CAN TRIGGER it
• And you can do this most effectively by sparking the process in their mind
• Pose a question that results in the answer you want them to come to
• Pose an aspiration they will clearly think ‘YES, I WANT THAT’ to
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 3: LET THEM UNBIND THEMSELVES
• Since ‘UnBinding’ (the Process Where Your Target Disconnects From the
Level of Confidence They Have in Their Current Choice of Brand, Product
or Service) Happens in Their Mind
• You cannot FORCE it
• But you CAN TRIGGER it
• And you can do this most effectively by sparking the process in their mind
• Pose a question that results in the answer you want them to come to
• Pose an aspiration they will clearly think ‘YES, I WANT THAT’ to
• Avoid causing them to feel they made a previous bad decision
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 3: LET THEM UNBIND THEMSELVES
• Since ‘UnBinding’ (the Process Where Your Target Disconnects From the
Level of Confidence They Have in Their Current Choice of Brand, Product
or Service) Happens in Their Mind
• You cannot FORCE it
• But you CAN TRIGGER it
• And you can do this most effectively by sparking the process in their mind
• Pose a question that results in the answer you want them to come to)
• Pose an aspiration they will clearly think ‘YES, I WANT THAT’ to
• Avoid causing them to feel they made a previous bad decision
• Let THEM UNBIND THEMSELVES (it happens quickly)
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 4: RE-BINDING
• ‘Re-Binding’ Refers to the Process Where Your Target First ‘Acquires’ Their
Connection to Your Brand
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 4: RE-BINDING
• ‘Re-Binding’ Refers to the Process Where Your Target First ‘Acquires’ Their
Connection to Your Brand
• They are ‘fragile’ – they’ve just been separated from what they believed
was a solution to their needs or pain points
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 4: RE-BINDING
• ‘Re-Binding’ Refers to the Process Where Your Target First ‘Acquires’ Their
Connection to Your Brand
• They are ‘fragile’ – they’ve just been separated from what they believed
was a solution to their needs or pain points
• They are doubtful, dubious, skeptical, disappointed, perhaps even angry
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 4: RE-BINDING
• ‘Re-Binding’ Refers to the Process Where Your Target First ‘Acquires’ Their
Connection to Your Brand
• They are ‘fragile’ – they’ve just been separated from what they believed
was a solution to their needs or pain points
• They are doubtful, dubious, skeptical, disappointed, perhaps even angry
• They will approach your brand with a need for a great sense of confidence
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 4: RE-BINDING
• ‘Re-Binding’ Refers to the Process Where Your Target First ‘Acquires’ Their
Connection to Your Brand
• They are ‘fragile’ – they’ve just been separated from what they believed
was a solution to their needs or pain points
• They are doubtful, dubious, skeptical, disappointed, perhaps even angry
• They will approach your brand with a need for a great sense of confidence
• Not in your brand or your brand’s promise
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 4: RE-BINDING
• ‘Re-Binding’ Refers to the Process Where Your Target First ‘Acquires’ Their
Connection to Your Brand
• They are ‘fragile’ – they’ve just been separated from what they believed
was a solution to their needs or pain points
• They are doubtful, dubious, skeptical, disappointed, perhaps even angry
• They will approach your brand with a need for a great sense of confidence
• Not in your brand or your brand’s promise, but IN THEIR DECISION
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CONCEPT 4: RE-BINDING
• ‘Re-Binding’ Refers to the Process Where Your Target First ‘Acquires’ Their
Connection to Your Brand
• They are ‘fragile’ – they’ve just been separated from what they believed
was a solution to their needs or pain points
• They are doubtful, dubious, skeptical, disappointed, perhaps even angry
• They will approach your brand with a need for a great sense of confidence
• Not in your brand or your brand’s promise, but IN THEIR DECISION
• This happens through immediate rewarding opportunities based on
the vulnerability you just used to UNBIND them!
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CRAFTING YOUR CATEGORY CLASS
• As we Move To Crafting Your Positioning Platform and Positioning Messaging,
and we First Define Your Category Class, we Need to Fulfill Several Objectives:
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CRAFTING YOUR CATEGORY CLASS
• As we Move To Crafting Your Positioning Platform and Positioning Messaging,
and we First Define Your Category Class, we Need to Fulfill Several Objectives:
• Need to nail our De-Positioning to seed doubt or dissatisfaction about our
competitors’ vulnerability
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CRAFTING YOUR CATEGORY CLASS
• As we Move To Crafting Your Positioning Platform and Positioning Messaging,
and we First Define Your Category Class, we Need to Fulfill Several Objectives:
• Need to nail our De-Positioning to seed doubt or dissatisfaction about our
competitors’ vulnerability (turn it into a perceived weakness or risk)
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CRAFTING YOUR CATEGORY CLASS
• As we Move To Crafting Your Positioning Platform and Positioning Messaging,
and we First Define Your Category Class, we Need to Fulfill Several Objectives:
• Need to nail our De-Positioning to seed doubt or dissatisfaction about our
competitors’ vulnerability (turn it into a perceived weakness or risk)
• Need to use our Positioning to present the counterpoint
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CRAFTING YOUR CATEGORY CLASS
• As we Move To Crafting Your Positioning Platform and Positioning Messaging,
and we First Define Your Category Class, we Need to Fulfill Several Objectives:
• Need to nail our De-Positioning to seed doubt or dissatisfaction about our
competitors’ vulnerability (turn it into a perceived weakness or risk)
• Need to use our Positioning to present the counterpoint (as a strength,
path to success, and elimination of need, pain points or risk)
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CRAFTING YOUR CATEGORY CLASS
• As we Move To Crafting Your Positioning Platform and Positioning Messaging,
and we First Define Your Category Class, we Need to Fulfill Several Objectives:
• Need to nail our De-Positioning to seed doubt or dissatisfaction about our
competitors’ vulnerability (turn it into a perceived weakness or risk)
• Need to use our Positioning to present the counterpoint (as a strength,
path to success, and elimination of need, pain points or risk)
• Need to make a promise we can deliver on quickly (at least in part)
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CRAFTING YOUR CATEGORY CLASS
• As we Move To Crafting Your Positioning Platform and Positioning Messaging,
and we First Define Your Category Class, we Need to Fulfill Several Objectives:
• Need to nail our De-Positioning to seed doubt or dissatisfaction about our
competitors’ vulnerability (turn it into a perceived weakness or risk)
• Need to use our Positioning to present the counterpoint (as a strength,
path to success, and elimination of need, pain points or risk)
• Need to make a promise we can deliver on quickly (at least in part)
• Need a way to give recognition to the target that they made a good
decision
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CHECKLIST PRIOR TO CREATING A CATEGORY CLASS
• Are You Ready to Define Your Category Class?
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CHECKLIST PRIOR TO CREATING A CATEGORY CLASS
• Are You Ready to Define Your Category Class?
• Do you TRULY know who your target is, including all refinements?
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CHECKLIST PRIOR TO CREATING A CATEGORY CLASS
• Are You Ready to Define Your Category Class?
• Do you TRULY know who your target is, including all refinements?
• Do you TRULY know what their pain points, needs or aspirations are?
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CHECKLIST PRIOR TO CREATING A CATEGORY CLASS
• Are You Ready to Define Your Category Class?
• Do you TRULY know who your target is, including all refinements?
• Do you TRULY know what their pain points, needs or aspirations are?
• Do you ACCURATELY know your competitor set?
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CHECKLIST PRIOR TO CREATING A CATEGORY CLASS
• Are You Ready to Define Your Category Class?
• Do you TRULY know who your target is, including all refinements?
• Do you TRULY know what their pain points, needs or aspirations are?
• Do you ACCURATELY know your competitor set?
• Do you ACCURATELY know your competitors’ brand promise, that your
targets believe are solving their pain points or needs?
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CHECKLIST PRIOR TO CREATING A CATEGORY CLASS
• Are You Ready to Define Your Category Class?
• Do you TRULY know who your target is, including all refinements?
• Do you TRULY know what their pain points, needs or aspirations are?
• Do you ACCURATELY know your competitor set?
• Do you ACCURATELY know your competitors’ brand promise, that your
targets believe are solving their pain points or needs?
• Do you see a vulnerability you can exploit to De-Positioning (UNBIND)?
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CHECKLIST PRIOR TO CREATING A CATEGORY CLASS
• Are You Ready to Define Your Category Class?
• Do you TRULY know who your target is, including all refinements?
• Do you TRULY know what their pain points, needs or aspirations are?
• Do you ACCURATELY know your competitor set?
• Do you ACCURATELY know your competitors’ brand promise, that your
targets believe are solving their pain points or needs?
• Do you see a vulnerability you can exploit to De-Positioning (UNBIND)?
• Have you defined your PROACTIVE Positioning?
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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CHECKLIST PRIOR TO CREATING A CATEGORY CLASS
• Are You Ready to Define Your Category Class?
• Do you TRULY know who your target is, including all refinements?
• Do you TRULY know what their pain points, needs or aspirations are?
• Do you ACCURATELY know your competitor set?
• Do you ACCURATELY know your competitors’ brand promise, that your
targets believe are solving their pain points or needs?
• Do you see a vulnerability you can exploit to De-Positioning (UNBIND)?
• Have you defined your PROACTIVE Positioning?
• Are you SURE it does not overlap what your competitors are promising?
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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NEXT TIME
• In The Next Lesson I Will Teach You About Critical ‘Brand Traps’, and How to
Avoid Them
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
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NEXT TIME
• In The Next Lesson I Will Teach You About Critical ‘Brand Traps’, and How to
Avoid Them
• And we’ll take a very close look at ‘The Tagline Trap’
INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved
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INTENSIVE BRAND POSITIONING PROGRAM – SEASON 2
© MARTY MARION & MASTER POSITIONING, LLC | All Worldwide Rights Reserved