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#201 April Dunford: The Marketing Expert
The Knowledge Project with Shane Parrish
Understanding Positioning and Context Setting for Products
Positioning serves as the foundational framework that differentiates a product by clearly defining its unique value to a specific audience. It is distinct from branding and messaging, which are often confused with it. Proper positioning is crucial for setting the right context in which customers perceive the product. A tangible example is drawn from everyday scenarios, illustrating how the same product can have varying market perceptions based on its context. By positioning a double chocolate cake as a muffin, it shifts from a dessert context—where it competes with higher-priced options like ice cream—to a breakfast setting, making it more acceptable and affordable, while changing the consumer's assumptions and competitive landscape. Thus, effective positioning redefines customer engagement by establishing an initial understanding of the product's value and relevance.
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