We are not talking religion here. We are putting a different spin on a common marketing concept for those in the know: positioning.
Positioning, according to the original gurus on the subject, Al Ries and Jack Trout, “is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.” It’s how a prospect thinks of your product or service in relation to other products or services.
Take BMW. What do you think of right away? They would like you to think of BMW as the “Ultimate Driving Machine”. Most brands want to have a unique identifying position. Coca-Cola is “The Real Thing,” and with Burger King, you can “Have it your own way.”
We take it further for a dental practice. A dental practice is a combination of the area in which it operates, the owner’s objectives and approach to dentistry, and the expertise and services offered by its dentists and staff. Through market research and a close study of that practice, we determine how best to communicate its strengths and give it an edge over competitors.
That “soul” is communicated across all marketing materials and on the Internet to generate strong interest among the target audience and a desire to have their dental work done at that practice.
Positioning is a fascinating subject. If you want to learn more, you can pick up Al Ries’ and Jack Trout’s basic text on it: “Positioning: The Battle for Your Mind.” Just remember when reading it that they are talking about big brands competing against each other, so take it with a pinch of salt!
