Product Positioning Competitive Landscape and Product Differentiation

"Every product or service is the thing itself AND what people think it means." - Daniel DiGriz

Why Get MadPipe Involved on Product Position

It's the difference that makes the difference.

Problem

There are always other players in the market, or will be as soon as we enter it and they catch on. We have to maintain a difference.

Hurdle

Features can be duplicated, benefits can be claimed whether true or not. We need differentiators that are hard to duplicate.

Solution

Let's define YOUR audience in terms of THEIR attitudes, values, and drivers to inform your message, and place your product or service in the right context to be celebrated.

Mandate

B2B and B2C brands depend heavily on perception. But perception backed by substance is resilient. Let's be highly selective about which substance we're putting in front of which audience.

Resilient positioning is how a company selects those messages competitors are unwilling or unable to see as advantages. It's easy to forget what it's like on the customer's end. So we talk 'directly' to the end-user in language they understand.

Say what they won't

and sell when they don't.

Market Differentiators

In a crowded marketplace, we pick out voices that are startling, familiar, or aligned with our deepest aspirations.

Success is Seeing the Needle Move!

And everything else is codswallop.

Eyeballs on content (awareness of our brand)
%
New leads (engagement with our content)
%
Sold customers (revenue increase)
%

You can only improve

what you can prove.

MadPipe's Ideas Are Featured In:

You Like This Way of Thinking

About once / month, corporate storyteller and digital ecologist® Daniel DiGriz weaves together interesting business stories, analytics, & examples for organizations committed to achieving their goals.

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