News & Announcements
|
Copernicus
White Paper: Whatever Happened to Positioning? A Recent Copernicus Study Confirms The Disappearance of Positioning August 14, 2001, Newton, Massachusetts Positioning—the message a company wants to imprint in the minds of customers and prospects about its brand, product, or service, that illustrates how it differs from and offers something better than competitors—remains noticeably absent from the majority of commercials. As the number of brands, products, and services in every category continues to multiply, now more than ever companies need to effectively communicate the critical differences in their offerings, yet a recent review of a week's worth of prime-time television advertising demonstrates that companies are in fact doing the opposite. Positioning is noticeably absent from the vast majority of TV ads. We discuss the findings of our research and offer proof that positioning is possible in even the most overcrowded categories. Click here to download a copy of "Whatever Happened to Positioning?" or send an e-mail to ami.bowen@copernicusmarketing.com to request a copy. |